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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.

2025 Volvo S60 the last model year for the sedan in the U.S.

Once Volvo finally got the EX90 headed down assembly lines at the automaker's South Carolina plant, the plant's other product, the S60 sedan, was on borrowed time. A few days after the EX90 news, Instagram account volvo.forlife posted a pic with the caption, "Did you know that with the start of production of the @volvocars #VolvoEX90 at the Charleston, South Carolina plant, the production of the #VolvoS60 will also be coming to an end?" The S60 got about three more days of borrowed time, Volvo telling Road & Track that "After five years Volvo Cars is ending production of the S60 sedan in Ridgeville, South Carolina at the end of June 2024 for the U.S. and some other markets to focus on the all-new EX90." We suspect the sedan would have died earlier if EX90 production had commenced on time. The reprieve could have given the news more time to infiltrate the back channels, and might help explain why S60 sales are up 255% so far this year. Volvo's Chengdu, China plant that also makes the S60 will continue to do so, but those cars aren't coming here. The South Carolina facility can now concentrate on ramping up output of the Volvo EX90, already underway, and the Polestar 3, which commences local shortly. We haven't had an S60 sit through Autoblog exams for a bit, but the the sedan's seen no major revisions since we last drove the current third generation introduced in 2019. We lauded it for fantastic styling, a luxurious interior, and robust tech, dinging it only for a braking system not totally prepared for a driver to enjoy the dynamic potential of a 4,000-pound sedan with 400 horsepower and 472 pound-feet of torque.    That T8 Inscription trim is no more, but the rest of the S60's plaudits remain valid. Until inventory dries up, the S60 comes in three trims priced from about $45,000 to $53,000 before options. All are powered by turbocharged 2.0-liter four-cylinder mild hybrid making a combined 247 horsepower and 248 pound-feet of torque, in front- or all-wheel-drive, and rated to tow 2,000 pounds.    

Volvo Cars to leave ACEA car lobby group over climate goals

LONDON — Volvo Cars said on Friday it will leave the European Automobile Manufacturers Association (ACEA) by the end of 2022, citing differences between its zero-emission strategy and that of Europe's car lobby group. The Swedish carmaker has committed to having a fully-electric car range by 2030, well ahead of the European Union's proposal for an effective ban on fossil-fuel cars as of 2035. Volvo has been a proponent of moving more swiftly to zero-emission transport, but after the EU parliament voted in June in favour of the 2035 deadline the ACEA said that "any long-term regulation going beyond this decade is premature at this early stage." In a statement Volvo said "we have concluded that Volvo Cars' sustainability strategy and ambitions are not fully aligned with ACEAÂ’s positioning and way of working at this stage." "We therefore believe it is better to take a different path for now," the carmaker added. "What we do as a sector will play a major role in deciding whether the world has a fighting chance to curb climate change." The news comes less than a month after world No. 4 carmaker Stellantis said it would leave the ACEA by the end of 2022 as part of a new approach to addressing issues and challenges of future mobility, including a shift away from traditional lobbying activity. The European Automobile Manufacturers Association, widely known by its French acronym ACEA, has been the industry's main lobbying group since its creation in 1991, uniting Europe's 16 major car, truck, van and bus makers.   Government/Legal Green Volvo Emissions Green Automakers Electric