Volvo launches new mobility brand M to transform into a mobile travel service provider

On July 4, local time, Volvo Cars launched a new mobile travel brand M, which will expand Volvo's global mobility business by providing reliable on-demand access to cars and services through an intuitive mobile application (APP). In addition, M will understand users' needs, preferences and habits to personalize customer relationships. M will debut in Sweden and the United States in spring 2019.

“Volvo is becoming more than just a car company. We recognise that urban consumers are rethinking traditional car ownership. M is part of the answer. Under our new mission of ‘freedom of movement’, we are increasingly becoming a direct-to-consumer service provider,” said Håkan Samuelsson, president and CEO of Volvo Cars.

The M brand is developing a proprietary learning technology that can ask users what they need, rather than just telling them where to pick up the car. "The services currently available to people are mainly alternatives to taxis and public transportation, but we are more focused on the way people use cars, which makes us different. We are committed to providing real alternatives to car ownership, allowing us to live our own way, get work done and maximize our precious time. We see an opportunity to provide users with a premium experience." said Bodil Eriksson, CEO of Volvo's Mobility Division.

In addition to having a team of experienced and sought-after digital software engineers and top talent, the M brand also draws on 20 years of experience and data from Volvo Car Group's sharing pioneer Sunfleet. Sunfleet, Sweden's leading car-sharing company with 500,000 orders per year and a fleet of 1,700 cars, will be fully integrated into the M brand in 2019, making the service available to all existing Sunfleet members.

"The field of mobility is undergoing a fundamental change, and Volvo is playing a leading role in it," said Hakan Samuelsson. "The launch of the M brand will create a new source of revenue for Volvo and help Volvo achieve its goal of more than 5 million direct consumer relationships by around 2025."

Eriksson said, "Stockholm, Sweden will become the R&D base of the M brand. We have been conducting extensive testing here, and more extensive beta testing will be carried out this fall." Volvo pointed out that more information about the M brand will be released later this year.

The M brand was created in 2018 as a new brand within Volvo Mobility, a wholly owned independent entity within Volvo Car Group, with the goal of providing a better alternative to car ownership for consumers in cities and metropolitan areas.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.