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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 850 T5 R pickup conversion is ready for a cool yule

There are plenty of ways to get your holiday tree home from the farm, but few are so classy as this Volvo 850 ute. Built in Sweden and shipped to Belgium, the car wears all of the necessary kit to pass as a 850R, and with a turbocharged 2.3-liter five cylinder under the hood, this creation should have no trouble dashing through the snow. Looks like a mighty fine use of an otherwise derelict Volvo wagon to us, though we have to imagine all that torque steer and no weight over the aft would make for all sorts of silliness once the roads went slick.
Still, if it were our Sawzall, we'd be happier with the keys to a certain BMW M5 utility in our pocket. Or, you know, the 3 Series conversion BMW whipped up not too long ago. You can head over to Autofans.be for a closer look at the 850 ute.

Volvo, Polestar reportedly planning twin city-friendly electric SUVs

Volvo is nearly ready to unveil the next generation of the XC90, its flagship model, but it's not forgetting about the other end of its range. It's reportedly planning to launch an entry-level model that will take the form of a pocket-sized crossover powered by an electric drivetrain. Without citing sources, British magazine Autocar reported that the model will ride on a modular platform developed by Volvo parent company Geely and called SEA internally. This architecture already underpins the 001 sold by Zeekr, which is another brand in the Geely empire. No technical specifications are available at this point, but the report sketches the outline of a high-riding model with a sleek-looking silhouette. This isn't the first time we've heard about Volvo's city-friendly SUV; earlier rumors claimed it would be called XC20 or C20, names that would have clearly signaled the model's positioning as being below the 40-badged cars. Volvo is moving away from this naming system, however, and the cars it will launch in the coming years will receive actual names. With that said, both the XC20 and the C20 names are off the table. Polestar's take on the concept of an electric entry-level crossover will be positioned between the 2 and the 3, though it will somewhat confusingly be called 4. It sounds like the model will be bigger and more expensive than Volvo's, and Autocar learned that it could be closely related to the C40 Recharge (pictured) underneath the sheetmetal. If that's accurate, it will share its CMA architecture with the 2, among other models, and it will be offered with either a single electric motor that zaps the front wheels or dual-motor all-wheel-drive. Both EVs will have at least one thing in common: a mission to boost sales. For Volvo, launching a battery-powered car pegged near the bottom of its range will increase the percentage of EVs in its global sales mix. It's planning to cross the 50% mark by 2025. For Polestar, entering cheaper segments will allow it to boost its annual sales by reaching less affluent buyers, though it will remain a premium brand. Polestar 4 is tentatively due out in 2023. There's no word on when Volvo will release its smallest EV to date.