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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.

Junkyard Gem: 1969 Volvo 145 Wagon

Volvo managed to sell the 1940s-design PV544 and its 1950s-design Amazon descendant all the way into the mid-to-late 1960s in the United States, but those iconic machines were replaced here by one that began a line of even more iconic Volvos: the 140 Series. Starting with the 1968 model year, the 140 became available in the United States as a two-door sedan (the 142), a four-door sedan (the 144 and 164), and a station wagon (the 145). These rear-wheel-drive, brick-shaped cars later evolved into the 200 Series and its heirs, with the very last of the breed appearing here in the form of the 1998 S90/V90. That's a lot of history all wrapped up in one vehicle, and so I was pleased to find this 145 in a Denver-area car graveyard earlier this month. This car rolled out of Goteborg with a gleaming coat of Morkgron (dark green) paint and, according to this build tag, was built to California specifications. At some point, it made its way to Colorado. Very few US-market cars had six-digit odometers prior to the middle 1980s, but Volvo felt optimistic about their cars' longevity (at a time when reaching the magical 100,000-mile mark was something that rarely happened with non-Mercedes-Benz vehicles) and so now we can see that this car made it well past 200k miles. The 2.0-liter pushrod four-cylinder engine in this car can trace its ancestry back to the Amazons, P1800s, and PV544s of the early 1960s, and it was rated at 115 horsepower. A six-cylinder version of the 140 sedan, known as the 164, could be purchased here as well (though it had few American takers). But wait— what's that Detroit-looking two-barrel carburetor doing on an engine that's supposed to have a Stromberg 175? Yes, it's a GM-spec Rochester clone built at the ancient Bay City Plant (now known as GM Powertrain) in Michigan. Earlier Volvos came with a pair of British-made Skinner Union sidedrafts, which could be pretty painful to keep working right, but perhaps even the less-oddball Stromberg proved too much hassle for whoever installed this carb (which was meant to go on engines with much more displacement than a Volvo B20). Transmission choices in the 1969 140: a four-on-the-floor manual or a three-speed automatic. This car has the manual. The interior is pretty thrashed, as is usually the case with the 140s I find during my junkyard explorations.

Volvo denies boss Jacoby is taking a run at Opel CEO post

It seems that every news report that involves the name "Opel" is eventually followed by a report that says, "Uh, never mind." Executives fill positions, then they're gone, or they're supposed to fill positions but duck out before doing so, five-year product offensives turn into grabbing for life preservers, and turnaround plans are followed by... new turnaround plans. With the recent departure of Opel CEO Karl-Friedrich Stracke, Swedish newspaper Dagens Industri reported that Volvo CEO Stefan Jacoby topped the list of candidates to sit in Opel's very hot seat.
Volvo spokesman Stefan Elfstrom has piped up to say "Mr. Jacoby is fully occupied with running Volvo and has no plan for leaving his present job." Stranger things have happened, though, and who knows what the truth is, but we have to admit we'd be surprised if Jacoby jumped off the Volvo express - recently given an $11-billion boost by parent company Geely - to take his chances in the Opel maelstrom.
So Opel's search for a CEO continues. At least we have the Adam to look forward to.