Volvo to Get New Badges

The Volvo brand has been going through some difficult times, as Ford has been trying to sell it for some time now. But despite what everyone thinks, the Swedish car manufacturer had a serious market share last year in important countries such as the UK, mostly thanks to its eDrive eco technology.

Volvo keeps making adjustments to its image and the latest decision involves getting rid of the model range badges which, for most people, are quite confusing. Even Chief executive Stephen Odell admitted he found Volvo's badges confusing when he first joined Volvo two years ago, carmagazine.co.uk wrote.

“When I arrived at Volvo I struggled to understand the nomenclature,” he admitted. “Yes, we will be changing it." (The new naming system will make everything much more intuitive, as the S40 and V50 would carry the same number. “And I've asked [new design boss] Peter Horbury to make the badges easier to read,” added Odell. “Maybe it's because I'm in my fifties, but I struggle to read many of our badges.”

If you’re wondering about the timing, well, we wouldn’t hold our breath.

“You cannot align the nomenclature until you change the product,” Odell added.

So the new badges are expected in late 2010, on a car which would fit perfectly alongside an XC60. The same logic will be applied to all the line-up. The number range from 30 to 90 will be cut down, while the S, V, C letters will continue to exist.