Volvo has launched a standalone mobility brand as it looks to provide urban drivers with advanced alternatives to traditional car ownership.

Volvo’s new M brand will provide on-demand mobility services

Dubbed ‘M’, the brand will debut in Sweden – which will serve as the development base – and the US from the spring of 2019 and will provide on-demand access to cars and services via an app. In Sweden, this will draw upon Volvo’s Sunfleet carsharing division, which has been operated by the brand since 1998 and will be fully integrated into Volvo’s M brand.

“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.

The service will also put proprietary learning technology to use to find out more about users’ mobility requirements to cater for their needs going forwards – ensuring it stands out compared to current providers, according to Bodil Eriksson, CEO of Volvo Car Mobility.

He explained: “The services currently available mainly offer alternatives to a taxi or public transit. 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.”