Volvo has announced a new brand called M, which will help the company provide dependable, on-demand access to their vehicles and services via a companion app.
“Volvo Cars is becoming more than just a car company. We recognize 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.
The M brand will learn about user’s needs, preferences and habits to better personalize the customer relationship. Volvo will debut the M brand in Sweden and the US in spring 2019.
“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.
Volvo says that they are developing “proprietary 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 maximizing precious time. We see the opportunity to offer a premium experience.’”
Volvo will release more information about the M brand later this year. You can sign-up for beta on M’s website.