Volvo - simple, smart and easy to pronounce
A member of the SKF management team had proposed the VOLVO name. It was ingenious and simple. Then as now, Volvo is also easy to pronounce in most places around the world and with a minimal risk of spelling errors. Appropriate because of its immensely strong symbolic connection to the company's entire operations.

"Volvere" is the infinitive form of the Latin verb "roll". In its first person singular form, the verb "volvere" becomes "volvo", i.e. "I roll".

Its Latin form gives rise to several derivations of the word that in one way or another, and in many languages too, describe a rotating movement. An example is revolver or revolution.

Ancient logotype
At the same time as VOLVO was reactivated, the ancient chemical symbol for iron, a circle with an arrow pointing diagonally upwards to the right, was adopted as a logotype.
This is one of the oldest and most common ideograms in Western culture and originally stood for the planet Mars in the Roman Empire. Because it also symbolised the Roman god of warfare, Mars, and the masculine gender, an early relationship was established between the Mars symbol and the metal from which most weapons were made at the time, iron.

As such, the ideogram has long been the symbol of the iron industry, not least in Sweden. The iron badge on the car was supposed to take up this symbolism and provide associations with the honoured traditions of the Swedish iron industry: steel and strength with properties such as safety, quality and durability. The new car also got its name VOLVO written in its own typeface, Egyptian.

Today, the iron logo symbolises a brand that radiates modern and exciting design and has a strong emotive connection with the customers.

The logotype was complemented with a diagonal band running across the radiator, already on the first car in April 1927. The band was originally a technical necessity to keep the chrome badge in place but it gradually developed as more of a decorative symbol. It is still found across the grille of every Volvo vehicle.

Now, however, you will also find the iron symbol in a slightly modernised form in the centre of the steering wheel, the wheel hubs, and in all communications material such as advertisements, brochures, stationery, Internet sites, merchandise and so on.

Volvo - still rolling
In 1999, the Volvo Car Corporation was sold by its owner AB Volvo to Ford Motor Company with one condition, however: that the brand name should be used in the future by both Volvo Cars and the rest of the companies in the Volvo Group.
The brand name was consequently put into a holding company, Volvo Trademark Holding AB, which is co-owned 50-50 by Volvo and Ford, and whose management decides on how the name can be used and in what contexts. Currently, the holding company's management group consists of Leif Johansson, President & CEO of AB Volvo and Bill Ford Jr, Chairman & CEO of Ford Motor Company.

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22nd March, 2006
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Ambrose Tests Racing Ford Truck in the USA
22nd March, 2006
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Ford Unveils New Territory in Thailand
21st March, 2006
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Aston Martin 2nd & 3rd in Sebring Thriller
21st March, 2006
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Audi Wins With Diesel At Sebring 12-Hour
20th March, 2006
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Mitsubishi Wins Patagonia Rally
20th March, 2006
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20th March, 2006
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Nissan Develops Distance Control Assist System
19th March, 2006
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Hungarian Award For Audi Chief
16th March, 2006
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Zetec Arrives To Complete New Fiesta Line-Up
16th March, 2006
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Australia's Cadillacs For 2007
15th March, 2006
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15th March, 2006
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Land Rover 2006 Heritage Weekend
15th March, 2006
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Audi To Compete With Diesel Power In ALMS
15th March, 2006
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Saab Concept Named Geneva "Best of Show"
15th March, 2006
The Saab Aero X concept car, which made its world debut at the Geneva Motor Show, has been named “Best of Show” by the editors of AutoWeek Magazine ..... more

Ford Adds Fuel To The Energy Debate
14th March, 2006
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Le Mans Dress Rehearsal For Audi R10
14th March, 2006
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The Passat is Europe’s Number One
14th March, 2006
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Land Rover's E-terrain Technology Concept
13th March, 2006
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Evo IX Finishes Debut Rally, But Misses Podium
13th March, 2006
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New Ford Courier Debuts in Thailand
10th March, 2006
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Mitsubishi Colt Gets New Engine and More
8th March, 2006
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Renault at the 2006 Geneva Motor Show
8th March, 2006
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Audi Names Driver Teams for Le Mans
8th March, 2006
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Precious Metal - The Peugeot 407 Coupe
7th March, 2006
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Small Cars Lead in Softer Motor Vehicle Market
6th March, 2006
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Exceptional Sales for Suzuki
6th March, 2006
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New Volkswagen Passat At Brisbane Motor Show
3rd March, 2006
The new Volkswagen Passat Sedan and Wagon made their Australian debut at the Brisbane Motor Show today ..... more

There's A Pajero VR-X Coming Soon
2nd March, 2006
Mitsubishi is introducing a limited edition Pajero VR-X this month. Based on the GLX, and available with both the 3.8 litre V6 petrol, or 3.2 litre diesel engine ..... more