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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 to finally replace XC90 in 2014

There's not a whole lot of life left in the current Volvo XC90, but it seems a replacement is on the way. According to What Car?, Volvo will launch its new flagship crossover sometime in 2014, riding on an all new platform that will eventually underpin several models in the company's range.
According to Volvo boss Hakan Samuelsson, this new architecture will eventually underpin the next-generation S60, V70, S80 and XC60, all of which will be getting mid-cycle enhancements over the next year. In speaking to What Car?, Samuelsson said that Volvo would not try to follow the paths set by BMW and Mercedes-Benz, instead focusing on "safety, elegant design and user-friendly functionality" for its next round of new cars.
The new XC90 will remain a seven-passenger vehicle and will be powered by a range of four-cylinder engines. Volvo will soon be dropping the five- and six-cylinder powertrains from its lineup.

Volvo XC40 Recharge Luggage Test: How much fits in the cargo area?

Note: This post has been updated because, well, I goofed a bit. Turns out it can probably hold just a wee bit more than I originally thought. Oh, and I added a bit about the frunk. The Volvo XC40 Recharge is the all-electric version of Volvo's subcompact SUV that is also available in gas-only versions. According to the uniquely extensive cargo dimensions Volvo shares for its vehicles, every XC40 regardless of power source has the same 20.4 cubic-feet of cargo space as measured from the floor to the headliner with the front seat "limited by vertical plane tangential to the rear side of the second seatback." Like I said, uniquely extensive. There is 16 cubic-feet when measured to the top of the seatback, which is probably more applicable to my luggage tests, but other car companies don't provide those measurements, and if they do, they don't actually indicate as such — and make it seem like their SUVs are smaller and less competitive than they actually are.  One such example is Mercedes-Benz and the GLB/EQB, which is one of the XC40's chief competitors. Its specs say it has 24.0 cubic-feet of cargo space (almost certainly the top-of-the-seatback measurement), but it definitely has more than that since it can hold roughly the same amount of stuff inside its boxy cargo area as a Subaru Outback. In other words, the XC40 is very unlikely to be getting best-in-segment status here. But who knows, let's see! This is a pretty hatchbacky space, so still not looking good for the XC40 toppling the GLB/EQB. It does look pretty similar to the Q4 E-Tron, so let's bring that into the equation.  As you can see, the XC40 has a large, hatchback-style cargo cover. That means I'll have to test with and without that cover.  As with every Luggage Test, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). So yeah, I neglected to take a shot of the bags with the cargo cover attached. Sorry. Nevertheless, as you can kinda see here, I could fit the four biggest bags with the cargo cover being propped up by them. This would be worse than the Q4 E-Tron, which could fit all but the fancy bag.