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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.

Volvo announces design updates for XC40 Recharge and single-motor C40

Volvo announced a round of updates to the electric members of its portfolio. It gave the XC40 Recharge a subtle mid-cycle update that brings a new-look front end, among other changes, and it unveiled an entry-level version of the C40 Recharge with one electric motor. It takes a well-trained eye to differentiate the updated XC40 Recharge from the model that's currently in showrooms. Look closely and you'll notice that the lower part of the front bumper is more chiseled, the Thor's Hammer accents in the headlights are more, well, hammer-like, and the body-colored insert that replaces the gasoline-burning model's grille loses its frame. These changes bring the battery-powered crossover in line with the C40 Recharge and with the non-Recharge version of the XC40, which received the nip-and-tucked front bumper in November 2021. Volvo also notes that buyers will also have new upholstery choices, exterior colors, and wheel designs to choose from. XC40 Recharge models also gain pixel LED lighting technology. This system relies on individually-controlled LED elements to illuminate the road ahead without blinding other motorists; in a way, it occupies a middle ground between high and low beams. While this technology has been illegal here for many years, the NHTSA finished making the rules for adaptive headlights in February 2022 so they're on their way. Moving on to the C40 Recharge, a front-wheel-drive version with a single electric motor is now available in some markets as a cheaper alternative to the dual-motor all-wheel-drive model. It's fitted with a 69-kilowatt-hour lithium-ion battery pack, and it offers a maximum driving range of about 270 miles on the relatively optimistic European testing cycle. Volvo notes that charging the pack from 10% to 80% takes about 32 minutes when it draws electricity from a fast charger, but the firm hasn't provided technical specifications (like horsepower). For context, the existing dual-motor C40 Recharge is equipped with a 78-kilowatt-hour battery and its powertrain is rated at 402 horsepower and 487 pound-feet of torque. Its EPA-estimated driving range checks in at 225 miles, and it tips the scale at approximately 4,740 pounds. Volvo also restructured the trim level hierarchy in a bid to reduce complexity and make it easier for buyers to configure a car. Pricing for the updated 40-Series models hasn't been released yet, and neither car has been announced for the American market yet.

U.S. denies GM tariff relief request for China-made Buick SUV

WASHINGTON — The Trump administration has denied a General Motors Co request for an exemption to a 25 percent U.S. tariff on its Chinese-made Buick Envision sport utility vehicle. The denial of the nearly year-old petition came in a May 29 letter from the U.S. Trade Representative's office saying the request concerns "a product strategically important or related to 'Made in China 2025' or other Chinese industrial programs." The midsize SUV, priced starting at about $35,000, has become a target for critics of Chinese-made goods, including leaders of the United Auto Workers union and members in key political swing states such as Michigan and Ohio. GM said on Tuesday it was aware of the denial and has been paying the tariff since July. GM has not raised the sticker price to account for the tariff. Buick Envision sales fell in the United States by nearly 27% to 30,000 last year and fell another 21% in the first three months of 2019. Only a small number of vehicles are built in China and sold in the United States. Last month, the U.S. Trade Representative's Office also denied a request by Chinese-owned Volvo Cars for tariff exemptions for mid-size SUVs assembled in China after the automaker sought an exemption for the XC60, its top selling U.S. vehicle. GM, the largest U.S. automaker, argued in its request that Envision sales in China and the United States would generate funds "to invest in our U.S. manufacturing facilities and to develop the next generation of automotive technology in the United States." GM said last year the "vast majority" of Envisions, about 200,000 a year, are sold in China. Because of the lower U.S. sales volume, "assembly in our home market is not an option" for the Envision, which competes with such mid-size crossover vehicles as the Jeep Grand Cherokee and the Cadillac XT5. Ahead of the July 2018 start for higher import tariffs, GM shipped in a six-month supply of Envisions at the much lower 2.5 percent tariff rate, Reuters reported in August 2018.