Daimler’s mytaxi ride-hailing app is rebranding as Free Now under the BMW and Daimler mobility joint venture.

Mytaxi will rebrand as Free Now in the coming weeks

Announced in spring 2018, the JV combines the carmakers’ mobility offerings to bring a single source for everything from ride-hailing to EV charging. The deal has already seen them team up on car sharing, with Daimler and BMW’s respective Car2go and DriveNow now joining forces under the Share Now banner to become the largest free-floating car sharing provider worldwide, according to the firms.

And now mytaxi has started rebranding to Free Now, including an updated app as well as new on-car advertisement, digital and physical advertising.

“This is a very exciting time for our company, which presents a huge opportunity,” David Savage, UK general manager at mytaxi said. “As the UK is one of the most stressful places to travel in the world, the Free Now brand is about helping people to sit back and free their mind from the stresses of everyday life while we take care of the journey.

“For drivers the rebrand means: Rest assured – we are here to help you fight the competition and stay relevant, as we always have. The ‘Now’ group will become a much more well-known brand across Europe and North America, so they can look forward to welcoming more passengers. We want to ensure that you continue to have enough demand and business and are working hard to increase it.”