VOLVO has become more deeply involved in the mobility market with the launch of M.

M, says Volvo, will provide on-demand access to cars and services through an app. 

The mobility brand will debut in Sweden and the US in the spring of 2019.

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.

M is developing proprietary learning 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 maximising precious time. We see the opportunity to offer a premium experience. ’”

The launch of M will draw heavily on the experience of car sharing company Sunfleet.

Originally a joint venture between Volvo and Hertz to provide Volvos by the hour, Sunfleet is now fully owned by Volvo.

Sunfleet has 500,000 annual transactions and a fleet of 1,700 cars. It will be fully integrated into M in 2019, making the service available to all existing Sunfleet members.

Beta testing of the M service will commence in the autumn.