Lufthansa revealed its new, modernized brand image to customers and employees at two major events at the Frankfurt and Munich hubs earlier this month. The most visible change is the new aircraft livery. In front of more than 3,000 guests in Frankfurt and Munich, Lufthansa officially presented a Boeing 747-8 and an Airbus A321 with the new design.
In the previous week, individual details created interactive discussions, especially on social media. The response to the new appearance was predominantly positive, although some people missed the traditional yellow tone; nevertheless, it will receive a specific function to serve as a means of orientation and differentiation. The color will be found in the future on every boarding pass and at every Lufthansa counter at the airport.
“Lufthansa has changed and is more modern and successful than ever. From now on, this will also be visible to the public through a new design,” said Carsten Spohr, chairman of the executive board of Deutsche Lufthansa AG.
“The crane has always been with us and clearly stands for the promising performance of Lufthansa. To this day, it still stands as a symbol of highest quality, excellent service, flying expertise, reliability, innovative spirit, and it stands for trust.”
Against the backdrop of digitalization and changing customer requirements, Lufthansa recognized that the company needed to modernize the aircraft appearance in order to remain up to date. The group invests €2 billion ($2.3 billion) a year in new, fuel-efficient aircraft.
“The modernization of Lufthansa is only possible thanks to the commitment of our employees, who are the best in the industry. They are the actual face of the brand,” Spohr added.
The crane, designed exactly 100 years ago by graphic artist Otto Firle, remains the airline’s iconic symbol. In the future, it will be slimmer and fit for the digital world. A thinner ring makes the crane look more elegant, bringing it into the foreground and granting it more space. All in all, the trademark will gain lightness and elegance. The familiar blue-yellow color combination of Lufthansa will also be retained — but the use of these primary colors will be redefined.
Heritage meets the future: Lufthansa presents a new brand design
Heritage meets the future: Lufthansa presents a new brand design
iCAUR V27 Saudi media test drive ignites excitement, conquering the Edge of the World!
iCAUR held a V27 media test drive event in Riyadh on Jan. 22.
Twelve local journalists and KOLs took four V27s to Saudi Arabia's famous natural landmark, the Edge of the World.
They got a hands-on experience of the Boxy Styled SUV’s classic style and advanced technology on challenging real-world roads.
In the morning, journalists and KOLs gathered in downtown Riyadh.
Through product briefings and interactive sessions, guests got an up-close look at the V27’s core technologies and design philosophy while enjoying a relaxed brunch, introducing iCAUR in detail.
Afterward, the test drive convoy left the city and drove roughly 200 km northwest to the Edge of the World.
During the drive, participants praised the V27’s smooth and quiet ride.
They also appreciated the 15.4-inch 3K HD touchscreen and the smart infotainment system powered by the 8155 chip.
Voice control for navigation, climate, and music was also highly appreciated.
The test drive destination, the Edge of the World, is located north of the Tuwaik Mountains, which stretches upto 1,000 km.
It is a steep cliff with a drop of about 300 meters and is one of Saudi Arabia’s most iconic natural wonders.
The nearly two-hour journey passes vast plains with almost no signal and few clear road signs. The desert is full of faint tire tracks and gullies eroded by rain.
In this environment, the V27’s power and off-road capability are fully showcased.
As iCAUR’s first mass-production model equipped with Golden REEV (Range-Extended Electric Vehicle), the V27 uses a 1.5T engine dedicated to range extension, with a thermal efficiency of 45.79% and the ability to generate 3.71kWh per liter of fuel.
This gives the V27 a combined range of over 1,000km, allowing it to handle long distances even in deserts and rugged terrains with limited refueling options.
The front and rear dual motors deliver a combined 455hp, enabling 0–100km/h acceleration in around 5 seconds, providing consistent and strong power on complex roads.
Tuned by the world-class Prodrive racing team and paired with the i-AWD (intelligent All-Wheel Drive) system, the V27 stays stable at high speeds.
It also delivers precise, controlled handling on gravel and uneven surfaces, delivering an exceptional driving feel for a 5-meter vehicle. This balance of performance and efficiency has been repeatedly highlighted by the media and KOLs during the event.
The first batch of iCAUR V27s has now been officially shipped to six Middle Eastern markets, including Saudi Arabia, the UAE, and Qatar.
The Middle East will serve as the global debut region for the V27, with launches in the UAE and Bahrain in February, followed by Saudi Arabia in March.
Before the official launch, iCAUR will roll out a series of activities in Saudi Arabia, including mall displays and showroom openings, allowing media and users to get up close with this new energy classic.
The showrooms will also feature the AiMOGA humanoid robot, powered by Chery Group’s latest AI technology. Stay tuned!
