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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.

2024 Volvo C40 and XC40 Recharge First Drive Review: Back to the RWD future

The 2024 Volvo XC40 Recharge and C40 EVs will be available with rear-wheel drive, replacing the front-wheel-drive version that has been the fraternal pairing’s single-motor base model. This is obviously newsworthy — why else would I be writing about it? But does it actually mean anything? After driving both of these vehicles around the lakes, seaside, perfectly-maintained highways, and cobblestoned urban streets proximate to the brandÂ’s headquarters in Gothenburg, Sweden, I can say that the answer is, not really. But thatÂ’s not really VolvoÂ’s fault. The last time Volvo sold a rear-wheel-drive vehicle in the United States was 1998 when the cushy, brick-like 960 was retired (officially S90 and V90 in their final year). Everything thereafter was front-wheel drive or at least on a front-drive-based platform, in no small part due to the additional all-weather traction and stability afforded by the additional weight of an internal combustion engine and transaxle over the drive wheels. In short, it was safer, and even as Volvo moved away from decades of arcane, rectilinear design, safety remained its raison dÂ’etre.   That hasnÂ’t changed, but according to Volvo, EVs have fundamentally changed vehicle dynamics, centers of gravity, and weight distribution to refute the front-drive argument. A Volvo spokesperson told me that this new one-motor layout in the XC/C40, driving the rear wheels, with contemporary advanced driver assistance systems, is better in inclement weather than a gas-engine/FWD combo. That explains why the switch to a standard rear-drive layout doesnÂ’t run afoul of VolvoÂ’s established ethos, but why make the switch in the first place? Whether it was the plan all along, or just an advancement of next-generation technology to prolong and extend the relevance of these vehicles, is not something Volvo would comment on. In any event, many of the base EVs that are in or near the XC/C40Â’s competitive set — the VW ID.4, the Kia EV6, the Hyundai Ioniq 5 — feature rear-wheel drive in their single-motor setup. It is notable that all of those cars were developed from the ground up as EVs and could be optimized for the aforementioned dynamics. The XC40 and C40 were built on a platform capable of accommodating gas-only, plug-in hybrid and full-electric powertrains.

Volvo Cars picks Ember Technologies chief Jim Rowan as new CEO

Jim Rowan (Reuters)   STOCKHOLM — Volvo Car Group has appointed Jim Rowan as new chief executive to succeed longtime CEO Hakan Samuelsson in March, it said on Tuesday. Rowan, currently CEO at U.S-based Ember Technologies, is taking over just months after Volvo wrapped up its initial public offering, the biggest in Europe last year. He will face the task of steering the carmaker towards its goal to sell 50% pure electric cars by the middle of this decade and electric cars only by 2030. "Volvo Cars is going through a rapid transformation of digitalization, which is why we wanted to bring in someone with global CEO experience from outside the automotive industry," Volvo Chairperson Eric Li said in a statement. Samuelsson joined Volvo's board in 2010 and has been CEO for almost 10 years, with his contract coming to an end this year. Before joining Ember in 2021, Rowan had been CEO of Dyson. Volvo, majority owned by China's Geely Holding, said Samuelsson will stay in his role until Rowan starts in March. Samuelsson will also leave the board, while continuing as chairman of electric vehicle maker Polestar. Polestar, in which Volvo owns 49%, aims to go public through a reverse merger with special-purpose acquisition company (SPAC) Gores Guggenheim. The deal is expected to close in the first half of 2022.