Volvo has announced the debut of its new mobility brand, called M. Volvo’s new M brand will provide on-demand access to cars and services through a new app starting in 2019.
Volvo says that M will learn each individual user’s needs, preferences and habits to further personalize the experience. The new proprietary learning technology asks users about their specific needs instead of just letting them know where they can pick up a car.
“Volvo Cars is becoming more than just a car company. We recognise that urban consumers are rethinking traditional car ownership. M is part of our answer. We are evolving to become a direct-to-consumer services provider under our new mission ‘Freedom to Move’,” said Håkan Samuelsson, Volvo Cars president and chief executive.
Volvo will launch the M brand in Sweden and the US in the spring of 2019, but Volvo plans to release more details by the end of the year.
“The services currently available mainly offer alternatives to a taxi or public transit,” said Bodil Eriksson, CEO of Volvo Car Mobility. “We’re focused on the way people use the cars they own, which sets us apart. We aim to provide a real alternative to that experience. It should enable us to live life on our terms, getting things done and maximizing precious time. We see the opportunity to offer a premium experience.”