M is for mobility services, not for monstrous power.

Volvo has just announced it is launching a new M brand. However, don’t get your hopes up to high, as it won’t work on any kind of performance or sports vehicles, but will instead focus on mobility solutions. Through a dedicated 'intuitive' app, the division will offer 'dependable, on-demand access to cars and services.'

Scheduled to be launched in the spring of next year in Sweden and the United States, the new M brand will collect and use data about its users’ needs, preferences, and habits, and will try to personalise the relationship with its customers. Currently, specialists are developing a new technology that asks users about their specific needs instead of 'merely informing them where they can pick up a car.'

More about Volvo's future plans:

'Mobility is undergoing a fundamental transformation and Volvo Cars is leading that change,' Hakan Samuelsson, president and chief executive at Volvo, explains. 'The launch of M creates new sources of revenue for Volvo Cars and will be integral to the company’s ambition to build more than five million direct consumer relationships by the middle of the next decade.'

Simply put, all mobility services of Volvo will be integrated under a new division with its own application. These include the Care by Volvo subscription program, as well as the automaker’s car-sharing platform with more than 1,700 cars, Sunfleet.

Care by Volvo

'Volvo Cars is becoming more than just a car company,' Samuelsson adds. '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’.'

The new division will be headquartered in Stockholm, Sweden, where employees are already conducting extensive testing. A more advanced beta test program will be launched this autumn, only a couple of months before the application’s official release next spring.

Source: Volvo

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Volvo Car Mobility launches mobility brand M

Volvo Cars, the premium carmaker, today launches M, a new brand that will expand the company’s global mobility operations by providing dependable, on-demand access to cars and services through an intuitive app. 

Moreover, M will learn about its user’s needs, preferences and habits, personalising the customer relationship. It will debut in Sweden and the US in the spring of 2019.

“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.

M is developing proprietary learning technology that asks users about their specific needs instead of merely informing them where they can pick up a car.  

“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 maximising precious time. We see the opportunity to offer a premium experience.’”

In addition to a team of experienced and sought-after digital software engineers and leading talent, M draws on 20 years of learnings and data from Sunfleet, Volvo Car Group’s car-sharing pioneer. Sunfleet is the leading car sharing company in Sweden with 500,000 annual transactions and a fleet of 1,700 cars. It will be fully integrated into M in 2019, making the service available to all existing Sunfleet members.

“Mobility is undergoing a fundamental transformation and Volvo Cars is leading that change. The launch of M creates new sources of revenue for Volvo Cars and will be integral to the company’s ambition to build more than 5 million direct consumer relationships by the middle of the next decade,” said Mr Samuelsson.

“Stockholm, Sweden, will serve as M’s base of development and where we already conduct extensive testing. A broader Beta test will take place this autumn,” said Ms Eriksson.

Further information about the M service will be released later this year.