Celebrity Makeover: Eager to Rebrand, Volkswagen Readies New Logo for September Debut

The blue oval. The three-pointed star. The roundel. The four rings. When it comes to cars, some logos are more identifiable than others, but Volkswagen’s glistening chrome emblem ranks near the top of the easy recognition chart.

It’s classic, simple, and maybe a little dusty. Which is why VW plans to change it.

While reports arose last year of a looming, “colorful” change to the highly visible logo, we now have a better idea of what to expect when the automaker shows its new face in Frankfurt next month.

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QOTD: Trims to Models and Everything in Between?

On Friday, we published our take on the 2019 Ram 1500 pickup. Some of you even read it, for which we thank you. Ram wisely brought a wide range of trims to the event, ranging from the workaday Tradesman to the high-zoot (that one’s for you, commenter MLS) Limited model.

The differences in equipment, capability, and appeal between the different trims on display got me thinking: at what point do we start thinking of these things as distinct models?

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Want a Mercedes-Benz C-Class Hood Ornament? You'll Have to Steal One, Which Is What You Always Did Anyway

Through the 2017 model year, Americans in search of a traditional entry luxury sedan could spend $350 to swap the Mercedes-Benz C-Class’s badge-emblazoned grille for an old classic.

Three horizontal bars, one vertical support, no badge.

The “Luxury” grille was also accompanied by unique bumper treatment and softer suspension.

But how were you to advertise the fact that you were, in fact, driving a Mercedes-Benz? There was a three-pointed star perched on top, a hood ornament in automotive parlance.

Unfortunately, the C-Class hood ornament that harkened back to a more elegant era has gone the way of crank windows.

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The Kia Badge Isn't Good Enough for Korean Stingers

It was jarring, when the 2018 Kia Stinger debuted, to see the automaker’s corporate badge prominently displayed on a desirable, rear-drive sports sedan. In spite of the sales gloom that surrounds the traditional passenger car market, some of us have wondered whether the badge alone might cause performance-minded premium car buyers to overlook the model when it appears on dealer lots.

In Korea, however, no one will be able to blame the model’s success or failure on the presence of a “Kia” badge. That’s because it won’t have one.

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Vellum Venom Vignette: Peak Emblem

This just happened. (photo courtesy: Ram)

Most design students don’t consider Peak Oil in their studies, but The Reckoning was on my reading list back then. While Peak Oil is tangentially connected to car design, we clearly reached Peak Emblem.

It cannot get any worse than what’s being introduced in Chicago this week.

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Vellum Venom Vignette: Ovoid Fixation Edition?

Ryan writes:

OK, so the granddaddy of oval car logos must be the Ford blue oval, but they sure do have a lot of imitators. So, how about a Vellum Venom on Comparative Oval Logos in the Automotive Industry? Or if you don’t like this pitch, maybe put Sanjeev on it. I bet he’d do this article.

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  • Vulpine A sedan version of either car makes it no longer that car. We've already seen this with the Mustang Mach-E and almost nobody acknowledges it as a Mustang.
  • Vulpine Not just Chevy, but GM has been shooting itself in the foot for the last three decades. They've already had to be rescued once in that period, and if they keep going as they are, they will need another rescue... assuming the US govt. will willing to lose more money on them.
  • W Conrad Sedans have been fine for me, but I were getting a new car, it would be an SUV. Not only because less sedans available, but I can't see around them in my sedan!
  • Slavuta More hatchbacks
  • ED I don't know what GM is thinking.I have a 2020 one nice vehicle.Got rid of Camaro and was going to buy one.Probably won't buy another GM product.Get rid of all the head honchos at GM.This company is a bunch of cheapskates building junk that no one wants.