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Volvo Launches New M Mobility Brand

As we enter an emerging new age of mobility, Volvo has created its own vision for a better alternative to traditional car ownership. It’s a new mobility brand called M, and its goal is to provide dependable, on-demand access to cars and services through an intuitive 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, in a press release.

Car subscription services is a growing trend in the industry, but M is setting out to be something different. "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."

M is part of Volvo’s ambitious goal to build more than five million direct customer relationships by the middle of the next decade. It’s currently in the process of revamping its lineup with new models like the S60 sedan and XC40 crossover in an effort to stand out from its tough competitors in the premium segment.

M will launch in Sweden and the U.S. in the spring of 2019.

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Eric Brandt
Eric Brandt is an author specializing in Oversteer content, new car reviews, and finding the best car, truck, and SUV deals each month. Born and raised in Wisconsin, Eric can often be found exploring the north woods on his 1983 Honda Gold Wing when the weather allows it. Father of four, husband of one, and unapologetic minivan enthusiast. Eric mastered driving stick by having a 3-cylinder Chevy Metro as his only car for a year and regrets nothing.

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