Air flows into the front of the car and is then routed for cooling purposes. Having a large badge placed right in the middle of an airflow path is not exactly ideal. Removing the badge would look as well. So, the engineers put there heads together and decided on a solution. It's called the Flowtie, and it's a Bowtie badge that's hollow so air can flow right through it.
It's a simple fix, but it's also a rather smart one. The car gets the cooling air it needs, the looks of the vehicle are unaffected, and owners now have another tidbit they can use to cause their friends and family to glaze over into unconsciousness every time this fact is brought up.
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