Design

New BMW logo design falls flat, thankfully won't make its way onto cars

The BMW logo will be used on- and off-line, but not on vehicles.

Photo courtesy of BMW

The future of BMW is not dynamic. Maybe that's not true of the brand as a whole, but it's logo sure has taken a new, simplified route. BMW says that the change, "delivers on the expectations and visual style of today and is better-suited to the digital age."

A logo is considered an expression of a brand, showcasing the identity of its products under a common seal that sets the tone of the company. BMW says that the new logo, "conveys openness and clarity." It's restrained and two-dimensional, to say the least.

BMW logo 2020 BMW has introduced a new logoPhoto courtesy of BMW

The change also signals the company's transition from an automaker to a player in the tech and connections space, according to a release. That's a trendy thing to say.

"BMW is becoming a relationship brand. The new communication logo stands for openness and clarity." says Jens Thiemer, Senior Vice President for Customer and Brand BMW. "We want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW. In addition, our new brand design is geared to the challenges and opportunities of digitalization for brands. With visual restraint and graphic flexibility, we are equipping ourselves for the vast variety of touch points in communication at which BMW will be present, online and offline, in the future. This additional communication logo symbolizes the brand's significance and relevance for mobility and driving pleasure in the future."

The new brand design has already launched. By May 31, all communications, on- and offline, and international trade fairs and events will feature the new logo. Thankfully, the new logo won't be use on the vehicles or in the exterior and interior labeling our dealerships, the existing logo remains in use there.

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The ID.4 will ramp up production as the U.S. says goodbye to the Passat.

Photo courtesy of Volkswagen AG

The Volkswagen Passat will end its run in 2023 at VW's U.S. manufacturing base in Chattanooga, Tennessee. But don't worry, Volkswagen has plans for what is next. In fact, they've already announced the products; they're just now getting around to specifying a timeline.

Currently, the Volkswagen Chattanooga Assembly Plant is producing the Passat alongside the Volkswagen Atlas and Atlas Sport. earlier this year, the plant celebrated the 1 millionth vehicle to roll off its assembly line - Aurora Red Metallic 2020 Volkswagen Passat R-Line.

Before the Chattanooga plant opened, Volkswagen hadn't made a vehicle in the U.S. in 22 years following the closing of the Westmoreland facility in Pennsylvania.

1977 Volkswagen Dasher and 2020 Volkswagen Passat The Dasher was the predecessor to the modern Passat. Photo courtesy of Volkswagen AG

The Passat got its start as a vehicle designed specifically for the North American market. Ground was broken on the Tennessee plant in 2009 and in 2011 it began producing the cars. It currently employees approximately 3,800 people. In the last nine years, the plant has produced more than 700,000 Passats and 100,000 Atlas SUVs. The new 2020 Atlas Cross Sport and the refreshed 2021 Atlas recently began production.

Volkswagen has announced that the plant will be the company's North American base for manufacturing electric vehicles including the ID.4, representing an approximately $800 million investment, starting in 2022. The expansion to enable U.S. production of long-range EVs began in November 2019.

The expansion includes a new Engineering and Planning Center (EPC) at the plant that will feature a unique, state-of-the-art high-voltage laboratory that is designed to develop and test electric vehicle cells and battery packs. These cells and packs are slated to be assembled in the U.S. before being inserted into vehicles.

Production of the ID.4 will ramp up starting 2022. It will reach full capacity by 2023, then the Passat will be shown the door. Before the U.S. production begins, Volkswagen will exclusively produce the ID.4 at its Zwickau plant in Germany.

2022 Volkswagen ID.4 The Volkswagen ID.4 will be made in the U.S. starting in 2022.Photo courtesy of Volkswagen AG

Though the Passat is leaving the U.S. market, it will continue as a vehicle for international sale. Development of the ninth-generation version of the model is currently underway.

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McLaren has chosen an easy-to-pronounce name for its new hybrid supercar - Artura.

Photo courtesy of McLaren Automotive

McLaren is about to mark the beginning of a new era in hybrid powertrain engineering. In the first half of 2021, its high-performance hybrid series production supercar will go on sale and we now know what it will be named.

The McLaren Artura builds on the legacy of the McLaren P1TM hybrid hypercar, which was unveiled in 2012, and the Speedtail Hyper-GT, which entered production this year and the fastest McLaren ever with a top speed of 250 mph.

"Every element of the Artura is all-new – from the platform architecture and every part of the High-Performance Hybrid powertrain, to the exterior body, interior and cutting-edge driver interface – but it draws on decades of McLaren experience in pioneering super-lightweight race and road car technologies to bring all of our expertise in electrification to the supercar class," said Mike Flewitt, Chief Executive Officer, McLaren Automotive.

Mclaren Artura The Artura badging sits on what is likely the rear of the car.Photo courtesy of McLaren Automotive

It will be the first car to be built on the company's new platform architecture, which has been optimized for electrification. Design and engineering of the McLaren Carbon Lightweight Architecture took place in the U.K. at the McLaren Composites Technology Centre.

Two photos released by the company show what is likely the back of the Artura, with a honeycomb design beneath the car's badging between two exhaust outlets.

The Artura will get a twin-turbocharged V6 petrol engine that combines with an electric motor. This will be the engine's debut. McLaren says that the engine retains the performance benefits of the company's larger V8s but has improved torque response at low engine speeds. The Artura can also run on all-electric power.

The weight of the hybrid engine system has been offset by the application of weight-saving technologies throughout the chassis, body, and powertrain. Ahead of a full product reveal, McLaren is touting the car's class-leading weight advantage.

The McLaren Artura is expected to be revealed soon. Pricing will likely be announced at that time.

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