by Kyle Molyneux | Tue 01 Sep 2020
Volvo begins rebranding machines
Rolling out from this month, new and updated Volvo branded products will now be tagged with just the product type and size on its side – and nothing else. All other product details, such as model series and model variant, will continue to be found on the specifications, brochure or PIN plate, ensuring customers will see no change in how they buy service or order parts for their products. The reason behind this move, says Volvo, is to bring the product’s branding in line with the company’s minimalist Scandinavian heritage and long-standing desire for a clean, clear and boundless human-centric design.
Modern construction sites are now much less focused on just the product and more focused on the construction site as a whole. With this updated product designation, Volvo CE aims to create a clearer line of communication for all parties, from the operator out on the job site right through to the back-office function. A rise in new technologies also brings with it a necessary increase in inter-generational product updates, so eliminating the need to change the product name for every update, no matter how big or small, ensures the branding stays clean, simple and purposeful.
Whether it is a modification to the cab, operator controls, product frame or technical function, each edit will no longer carry with it long and cumbersome model names when the update is brought to the market. Effectively this means removing the revision status and product specification from the external visual identity and leaving just the product abbreviation and product size. All technical details are communicated as normal on PIN plates and marketing materials. The first models launched with the new designation policy are the first two Electric models of ECR25 and L25 and the ECR58 generation F – which recently won the prestigious Red Dot Award for product design.
This new design philosophy will have minimal impact on the way customers buy their products, order parts or take them in for servicing. In exactly the same way as today, customers will still be able to look to the specifications on the PIN plate in order to find the detailed configurations required for aftermarket services, parts ordering or repairs. The change is being introduced on all new and updated models during a staged roll-out from this year forward, set to take until around 2025.
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