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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 EX30 electric crossover coming to lure younger buyers

Volvo's long-rumored entry-level electric crossover is taking shape. Positioned below the XC40 and likely called EX30, the city-friendly model will make its debut this summer, and it should play a significant role in bringing younger buyers into the firm's showrooms. While specific details remain under wraps, Volvo boss Jim Rowan pledged that the EX30 will be "very safe" and offer a "decent range" as well as a "good size." Downsizing in terms of price and size will help the Swedish company reach a wider audience. "The age demographic that we have at Volvo is a lot older than we would like; we'd like to get some more younger people into the brand," the CEO told CarSales. Letting customers buy the EX30 online will help lure younger drivers, according to Volvo's research. However, it's not forgetting about older motorists: It expects that older drivers who want a smaller car and don't regularly drive long distances will be interested in the EX30 as well. As we previously reported, the EX30 will share its Sustainable Experience Architecture (SEA) platform with the Smart #1. The connection isn't as random as it might seem: China-based Geely owns Volvo and runs Smart via a joint-venture with Mercedes-Benz. Rear-wheel drive will come standard, and buyers will have several battery sizes to choose from, though it sounds like none will be massive. Rowan expects that driving range will become less of a concern for electric-car drivers as the charging infrastructure improves in the coming years. The Volvo EX30 is scheduled to make its debut in June 2023 and go on sale shortly after. Production will take place in China, and there's no word yet on whether we'll see the EV in the United States. As it stands, the next new Volvo to reach showrooms is the range-topping EX90. Rumors suggest that an electric minivan is around the corner as well, but Volvo hasn't commented on the report or confirmed the model. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Volvo EX90 will lack certain features on launch, to come later with OTA updates

Turns out there's an asterisk to the news of Volvo commencing production of the EX90 at its South Carolina plant this month. The automaker sent an e-mail to customers awaiting delivery that certain features won't be installed on some delivered units, and posted a notice on its customer help site listing the 10 features that could be missing. Four are safety and ADAS features, one of those related to the lidar system, one of Volvo's primary talking points concerning the EX90. The automaker says the "Lidar first safety scenario" will get an "update that increases the car's abilities, even in darkness — and emergency steering is primed if needed to avoid a collision." It sounds like this means there will be some lidar capability, just not the planned breadth.  Four more items deal with the battery and charging. The most unwelcome might be a battery drainage issue while parked, Volvo saying that for the first three days the EX90 is parked without charging it will lose around 3% of battery charge. This is because the core computing system needs to remain on to run the car's "highly advanced functions" — whatever that means — when the SUV isn't being used. After 72 hours, the EX90 "will go into a deep sleep mode to conserve battery power." Why can't the EX90 enter a deep sleep mode an hour after the car is parked? Because software is hard. Smart charging and Plug & Charge could also be lacking, those features making charging less costly or more convenient without extra steps needed from the driver. Bi-directional charging won't come at first, either, so EX90 buyers should hold on to those portable battery banks.  The two final software puzzle pieces are Apple CarPlay, out to lunch for now, and the one we consider most surprising item on the list, a light theme for the driver cluster and infotainment. On delivery, owners should expect a dark theme only on the digital displays. EX90 deliveries aren't slated to begin until later this year, though, so the OTA list could shrink (or grow) before then.