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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: Tesla's Autopilot is just a 'wannabe'

Using the words "unsupervised wannabe" in an interview with The Verge, Volvo's Trent Victor says the Tesla Autopilot is "giving the impression it's doing more than it is." According to Victor, Tesla's self-driving tech is merely appearing to be autonomous because, with the Tesla system, the driver has to be fully alert all the time, ready to regain control. Tesla says its system is Level 2 autonomous, although some experts regard it as Level 3, which means it takes over safety-critical functions from the driver. Volvo says it pays more attention to actual crash avoidance, and that its Drive Me system is Level 4 autonomous, meaning that in the event of a hazardous situation the vehicle will handle the appropriate procedures and bring itself to a halt in a safe fashion. There will be no need for the driver to take action, which is important in case the driver has been incapacitated while the Drive Me autopilot has been controlling the car. Another thing with the Volvo setup is that it monitors the road in case of a conflict situation, or someone suddenly appearing in front of the car, be it a pedestrian or a runaway child. Tesla has never said that its Autopilot is anything other than a beta version under trial usage. It costs $2,500 when you purchase your Model 2 or X, or $3,000 as a add-on once you've taken delivery. The company also just announced that it would offer Autopilot for free as part of a one-month trial. Tesla declined to comment on Volvo's comment. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: The VergeImage Credit: AOL Green Tesla Volvo Technology Autonomous Vehicles Electric Future Vehicles Tesla Autopilot volvo drive me

Daimler and Volvo plan hydrogen fuel cell truck production in 2025

LONDON — Daimler's truck unit and Volvo said on Thursday they would start making hydrogen fuel cells in Europe in 2025 via a joint venture, and called for EU policies to help make the zero-emission technology commercially viable. The rival German and Swedish makers of large freight-hauling trucks formed their venture, Cellcentric, in March. They said they would provide more details on large-scale fuel production in 2022, but said Cellcentric was already scaling up prototype output. "Partnerships like Cellcentric are vital to our commitment to decarbonizing road transport," Volvo Chief Executive Martin Lundstedt said in a statement. Aside from the fuel-cell joint venture, the two companies remain competitors. Both hope to test fuel-cell trucks in about three years and start mass producing trucks in the second half of this decade. The European Union has been pushing tighter emission standards, fueling a boom in zero-emission electric cars. But batteries in electric vehicles are very heavy, and hydrogen fuel cells are seen as a potentially more viable zero-emission power systems for long-haul freight in the future. Fuel cells produce electricity from hydrogen, emitting only water. The two truck makers called for the construction of around 300 hydrogen refueling stations suitable for heavy-duty vehicles in Europe by 2025 and about 1,000 stations by 2030. During a video conference with the two firms, European Commissioner for Transport Adina Valean said the commission would this summer propose a revised alternative fuels directive. She said this "will include binding requirements for rolling out hydrogen fueling infrastructure ... and financial support will be available where needed." Automaker Stellantis said this year it would begin deliveries in Europe of its first medium-sized vans powered by hydrogen fuel cells by the end of 2021. Stellantis said at the time that Germany had 90 hydrogen stations and France had 25 — a tiny fraction of the thousands of petrol stations available for fossil-fuel vehicles today. As zero-emission trucks are significantly more expensive than fossil-fuel models, Daimler and Volvo said a "policy framework is needed to ensure demand and affordability." The two companies said policies should include subsidies for "CO2-neutral technologies and a taxation system based on carbon and energy content." Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.