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Volvo changes 'Iron Mark' logo to fit with the times

Volvo's first car debuted in 1927, bearing the Swedish automaker's now-famous "Iron Mark" logo of a circle with an arrow pointing to the upper right. For 73 of the 94 years since that Volvo OV 4 open carriage, the company's been represented graphically by four versions of a two-dimensional-looking logo, either a colorful oval that looks like a sandwich shop sign, or the Iron Mark logo, or just script. From 2000 to 2020, that Volvo cars trademark has changed four more times (plus once for Volvo trucks), Volvo creating three versions of a 3D-looking Iron Mark with a blue bar across the middle containing the script, and in 2020, changing the font of the script. Now that's it's 2021, it's apparently time for another overhaul. Visitors to Volvo's Facebook page realized Volvo changed its profile picture to a new and very flat version of its Iron Mark. This isn't the revolution everyone's making it out to be. When Volvo debuted its last new Iron Mark in 2015, one of the Swedish ad agencies that created it wrote, "The logo has been simplified in its purest form and conveys the brand’s vision: to be the world's most progressive and desirable premium car brand." Thing is, the agencies created two versions of the logo — one in silver with three-dimensional shading that retained the blue crossbar drawn up in 2000, and another in black and white, a solid black circle and attached arrow with a black crossbar bearing white "Volvo" script. The automaker's been using the silver, shaded version everywhere the public would see it. Seems Volvo wanted something even more "simplified in its purest form," though, so it could have simply requested a tweak to the B&W version it's been sitting on for six years.   The question, "Do you like it," probably doesn't matter, because it won't stop anyone from buying the product. Besides, the Volkswagen logo went flat in 2019, Nissan went flat in 2020 and so did BMW, except that its flat roundel is for everything but its cars, and Kia went flat this year — along with Warner Brothers, Pringles UK, and Burger King, that last company seemingly trying to win an award for being plain. Simplicity in two dimensions is the thing now. A Volvo Australia rep told Drive the rollout "will be gradual. [This week] we start by rolling out the updated identity on our main website, main social media platforms and in the new Volvo Cars mobile app.

Junkyard Gem: 1997 Volvo V90

Volvo's "Brick Era" of squared-off rear-wheel-drive machines lasted from the debut of the 144 in 1966 all the way through the 900 Series cars of the 1990s, with the wildly successful 240 being the most iconic of the breed on our shores. The final chapter of the Swedish Brick saga came in the 1997 and 1998 model years, when the 960 sedan and wagon were rebadged as the S90 and V90, respectively. Here's one of those cars, a refrigerator-colored (and refrigerator-shaped) V90 wagon that got forcibly retired after a crash in Northern California. Volvo revived the V90 name in 2016, and you can buy a new V90 right now if you so choose. Today's Junkyard Gem, however, is the culmination of four decades of improvement to the original 140 design (itself based on much of the Amazon's chassis features and sharing plenty of components with the 1940s-era PV Series cars), while the current V90 comes straight out of the 21st century. I've been going out of my way to document just about every discarded 140 and 240 wagon I find, with some 740s and 940s mixed in. Many Volvo longroof owners still maintain a fanatical devotion to the rear-wheel-drive bricks, and I've found some of these cars in junkyards with impressively high final odometer readings. The fuel-efficiency and interior-space limitations of the old-timey brick design kept 960 sales lower than those of their predecessors, though, and I haven't met any 960 owners who share the level of devotion that 145 and 245 owners lavish on their cars. This car just squeaked past 150,000 miles during its 24 years on the road. The body and interior look to have been in very nice condition, showing that meticulous owners took good care of this car throughout its life, but then it got T-boned on the right side. This sort of damage isn't worth fixing on a quarter-century-old European wagon, and so here it sits. This engine compartment looks very similar to that of the old 240, though this modern 3.0-liter, DOHC straight-six and its 181 horses runs counter to the super-sensible spirit of most of those 1970s Goteborg bricks. The 960 was far more plush than its ancestors, and priced accordingly. In 1997, this car's list price started at $35,850 (about $60,660 in 2021 dollars). By comparison, a new 1975 245 wagon had an MSRP of $5,795 (about $29,940 today).

2015 Volvo XC90 proves Sweden's auto industry is alive and well [w/video]

The most important new Volvo in quite some time has made its first auto show appearance, with the second-generation XC90 debuting at the 2014 Paris Motor Show.
As we discussed in both our original post and Deep Dive feature, the new XC90 remains a three-row crossover for 2015, although it ditches the first-gen model's top-end, turbocharged six-cylinder in favor of a single twin-charged, 2.0-liter, four-cylinder engine. By pairing that with a plug-in-electric powertrain, the king of the XC90 range, the T8 TwinEngine, will offer up 400 horsepower. So yeah, performance should be brisk.
Also appearing on 2015 XC90 will be an entirely new, Apple CarPlay-compatible infotainment system with a big, vertical touchscreen display at its heart. Based on the videos we've seen, the new system looks responsive, feature-laden and quite attractive.