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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.

AB Volvo to build trucks using steel forged without fossil fuel

STOCKHOLM — Swedish truck maker AB Volvo and steel maker SSAB have signed an agreement to produce the world's first vehicles made of fossil-free steel, the companies said on Thursday. Volvo plans to start production this year of prototype vehicles and components from steel made by SSAB using hydrogen produced from renewable energy. Small-scale serial production will start in 2022. "This is an important step on the road to completely climate-neutral transport," Volvo CEO Martin Lundstedt said. The vehicles and machines will be emissions-free in operation, Volvo said, without specifying how they would run, while adding the company is reviewing all the materials used in their construction to eliminate anything based on fossil fuels. It will be sourcing steel from green steel venture HYBRIT — which is owned by SSAB, Swedish state-owned utility Vattenfall and Swedish miner LKAB. Last August, it began test operations in Lulea, Sweden, to replace coking coal, traditionally needed for ore-based steel making, with fossil-free electricity and hydrogen, which in turn is produced using only renewable power. [L8N2FX3LV] China's Geely Holding, which has a stake in AB Volvo, owns Volvo Cars, which it has said will be fully electric by 2030.

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