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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.

All-new Volvo VNL Class 8 tractor loads up on car-like features

A few months ago, we wrote about the public-private partnership between the U.S. Department of Energy and Class 8 truck makers to create concepts called SuperTrucks. The four manufacturers involved designed lighter, more aerodynamic, and more fuel-frugal trucks to hit escalating freight efficiency targets in each phase of the program. Daimler, Navistar, Peterbilt, and Volvo spent the past 18 months showing the results of the SuperTruck 2 phase while work gets going on SuperTruck 3. This month, Volvo becomes the first of that group to debut an all-new truck incorporating lessons learned in the SuperTruck program. Starting with a clean sheet of paper, the new Volvo VNL is said to be as much as 10% more fuel efficient than before, a stat to get fleet managers and owner-operators to pay attention. Even carmakers tout a 10% increase in fuel economy, and the benefit — like the size — is so much larger in trucks. Let's keep it easy and say a solo driver does 100,000 miles in a year in a truck that averages 7 miles per gallon. That driver needs 14,286 gallons of diesel to do those miles; at $4 per gallon, that's $57,144. If the VNL driver gets 10% better fuel economy and his truck returns 7.7 miles per gallon, this driver only needs 12,987 gallons of diesel, and pays only $51,948. Tell a fleet manager they can save $5,000 per truck, and assuming a sensible purchase price and consistent reliability costs, that fleet manager is going to want to set up a meeting. Just as with car redesigns, a lot of little changes went into this, some we'll recognize from the car world. The VNL's cab adopts a stronger wedge shape and sharper corners. Instead of the usual large, flat windshield sealed with a gasket, the new VNL gets a curved windshield bonded to the body. Tighter gaps between exterior components like the bumper and hood leave fewer spaces for turbulent, draggy air to develop. Volvo also reworked the area behind the cab to reduce one of the greatest aerodynamic maelstroms, the gap between cab and trailer. The D13 engine up front is said to be more fuel efficient and more durable, offering a range of outputs from 405 to 500 horsepower and from 1,748 to 1,947 pound-feet of torque. Considering that the first VNL generation lasted 22 years before a major redesign, from 1996 to 2018, Volvo incorporated powertrain flexibility into this one.

How Norway became a world leader in EV sales, and where it goes from here

OSLO, Norway — A silent revolution has transformed driving in Norway. Eerily quiet vehicles are ubiquitous on the fjord-side roads and mountain passes of this wealthy European nation of 5.3 million. Some 30 percent of all new cars sport plug-in cables rather than gasoline tanks, compared with 2 percent across Europe overall and 1-2 percent in the U.S. As countries around the world — including China, the world's biggest auto market — try to encourage more people to buy electric cars to fight climate change, Norway's success has one key driver: the government. It offered big subsidies and perks that it is now due to phase out, but only so long as electric cars remain attractive to buy compared with traditional ones. "It should always be cheaper to have a zero emissions car than a regular car," says Climate and Environment Minister Ola Elvestuen, who helped push through a commitment to have only zero-emissions cars sold in Norway by 2025. The plan supports Norway's CO2 reduction targets under the 2015 Paris climate accord. To help sales, the Norwegian government waived hefty vehicle import duties and registration and sales taxes for buyers of electric cars. Owners don't have to pay road tolls, and get free use of ferries and bus lanes in congested city centers. These perks are being phased out in 2021, though any road tolls and fees would be limited to half of what gasoline car owners must pay. Gradually, subsidies for electric cars will be replaced by higher taxes on traditional cars. Registration tax on new cars is paid on a sliding scale with a premium for the amount of emissions produced. Elvestuen pledges that the incentives for electric vehicles will be adjusted in such a way that it does not scupper the 2025 target. "What is important is that our aim is not just to give incentives," he says. "It is that we are taxing emissions from regular cars." Using taxes to encourage consumers to shift to cleaner energy can be tricky for a government — protests have erupted in France over a fuel tax that hurt the livelihood of poorer families, especially in rural areas where driving is often the only means of transportation. In the U.S, some would like to see the tax credit on EVs and hybrids eliminated while others would extend it. In this sense, Norway is an outlier. The country is very wealthy after exporting for decades the kind of fossil fuels the world is trying to wean itself off of. Incomes are higher than the rest of Europe, as are prices.