Volvo Cars has launched a new, stand-alone brand simply titled “M” that will provide on-demand access to cars and other mobility services through an app. M will also learn the preferences and habits of each individual user in an effort to create a more personalized experience.
“Volvo Cars is becoming more than just a car company,” explained Håkan Samuelsson, Volvo Cars President and Chief Executive. “We recognize that urban consumers are rethinking traditional car ownership. M is part of our answer.”
M will go beyond merely informing users where they can pick up their car. A proprietary learning technology, currently under development, can ask users what their needs are.
“We are evolving to become a direct-to-consumer services provider under our new mission ‘Freedom to Move’,” Samuelsson continued. “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.”
“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.”
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Volvo Car Group has also partnered with Sunfleet, a top car sharing company in Sweden where M will first be put into service. The company will be fully integrated into M next year, making the service available to all existing Sunfleet members. Further information will be released later this year, although M is slated to debut in the United States next spring.
“Stockholm, Sweden, will serve as M’s base of development and where we already conduct extensive testing,” Eriksson added. “A broader Beta test will take place this autumn.”