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Volvo Concept Coupe is brand's 'next-generation P1800' [w/video]

Volvo is calling the Concept Coupe its "next-generation P1800."
The teasing can now officially come to an end - Volvo has released all the images, videos and details on its new Concept Coupe, and we're intrigued. The Swedish automaker is calling the concept its "next-generation P1800," and those are some pretty big shoes to fill. Fortunately, it's not all talk; there are clear links to Volvo's much-loved coupe in its shape, though we certainly wouldn't call the Concept Coupe 'retro.'

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 already planning road-going V8 Supercar?

After decades of cat-and-mouse battle waged between Holden and Ford, Australia's V8 Supercars series has expanded considerably. Mercedes and Nissan both joined the grid last season, and Volvo has followed suit this year. So when 2014 championship kicked off earlier this month in Adelaide, everyone was watching to see who would come out on top.
The answer is Holden, which took first place in all three of the weekend's races. In fact the General Motors division locked out the podium in the first and third races and took first and third places in the second race, letting just one other manufacturer onto the podium the entire weekend - and that was Volvo. The Polestar S60 scored second place on its first race weekend, beating all the Nissan Altimas, the Mercedes E63 AMGs, the Ford Falcons and most of the Holden Commodores.
Now that's hardly winning the championship, but it's a very solid debut. And that point was not lost on the people back at headquarters in Sweden, who are already thinking about making a roadgoing version of the race-spec V8 Supercar.