Freedom to Move

“In the beginning, cars were all about freedom. M is an evolution on that idea. We are creating a service that gives people personal and dependable access to cars, on their terms. We think about the way we use cars when owning one, and aim to provide an alternative that is even better. Your car sometimes.” – M’s website.



Swedish automaker Volvo Cars, announced the launch of M, its new brand that will expand the company’s global mobility operations by providing on-demand access to cars and services through an intuitive app. Launching in Sweden and the US in the spring of 2019, M is developing a proprietary learning technology that asks users about their specific needs, preferences and habits. In addition, M will rely on 20 years of learnings and data from Sunfleet, Volvo Car Group’s car-sharing company, which will be fully integrated into M in 2019.


“When I took on this assignment more than a year ago, I decided to give up my own car to rely solely on the various mobility services available. The experience has been a real eye-opener. It has been frustrating but also liberating. One of the first insights, from not having a car of your own, is that the car itself becomes secondary. What is important is what you are about to do: to solve, to fix, to explore. Mobility is an enabler for the lives we want to live.” – CEO of M, Bodil Eriksson.


“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” – President and CEO of Volvo Cars, Håkan Samuelsson.