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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.

New Lotus SUV could be based on Volvo architecture

Last year, Chinese carmaker Geely upped its stake in Lotus to a majority, recently investing more money into the British brand. Now, talking with Automotive News, CEO Jean-Marc Gales says Geely has approved three new models: two sports cars and the third an SUV. The sports cars will be announced later this year, and they will reach production in 2020. The last time a properly new Lotus debuted was in 2009 with the Evora, so a decade later new products are certainly due. But what about that SUV? Autocar says that since Geely also owns Volvo, that makes it possible for Lotus to base the SUV onto the Volvo SPA platform, which is also used in the XC60 and XC90. The choice of platform would mean the SUV would have to be a four-cylinder model, but that's nothing new to Lotus. It could even use Volvo's "Twin Engine" hybrid setup, which would mean a power output of over 400 horsepower as stock, and that with Lotus' eagerness for lightness could be a potent combination. Autocar quotes Gales as saying, "It will go round bends like nothing else in its segment." The target weight for the approximately Porsche Macan-sized SUV is under 2,000 kilos (4,400 pounds), and the Macan weighs 4244 pounds in 400-hp Turbo guise. The Lotus SUV is projected to hit the market in "about four years," and it's very likely to be built in China instead of Britain, as the Chinese market is very enticing — especially for this class of vehicle. The vehicles will still be designed at Lotus' Hethel HQ. Related Video:

2015 Volvo S60 T6 Drive-E

For those not paying attention, Volvo has updated its S60 sedan range for 2015 with a new range of engines under the Drive-E label. Wearing the same T5 and T6 badges to note the relative levels of power under the hood, both engines are 2.0-liter four-cylinders, with the lesser being turbocharged and the greater being both supercharged and turbocharged.
Both Drive-E variants are currently only available in front-wheel-drive flavor, though Volvo will still happily sell you an S60 T5 AWD with the older 2.5-liter turbo five-cylinder, or a top-of-the-line S60 T6 with a turbo'd 3.0-liter six-cylinder and all the wheels turning.
The car I drove for a week is perhaps the most balanced version of the S60 range, with that exotic sounding twin-charged 2.0-liter mill planted happily in the attractively sloping nose. Provided you're not hung up on front-drive dynamics, the T6 Drive-E might be a solid candidate for your next premium small sedan shopping list, as well.