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Volvo Launches M ‘Mobility Brand,’ Plans Car-Sharing Service

In a automobile world, M is a sacred letter, interjection to BMW’s M opening multiplication and a many good cars that have ragged M badges by a years. But now Volvo is rising a new “mobility brand” focusing on alternatives to automobile ownership, and it will also be called M. Does BMW know about this?

“Volvo Cars is apropos some-more than only a automobile company,” CEO Håkan Samuelsson pronounced in a statement. “We commend that civic consumers are rethinking normal automobile ownership. M is partial of a answer.” The new code will entrance in Sweden and a United States subsequent year.

Volvo didn’t offer many sum on a services M will offer, though a association press recover did contend that M will yield “dependable, on-demand entrance to cars and services by an discerning app.” So it sounds like M will concentration on automobile sharing, identical to General Motors’ Maven mobility brand. BMW and Daimler also offer car-sharing services, branded ReachNow and Car2Go, respectively.

M will pull knowledge from a Volvo-operated car-sharing use in Sweden called Sunfleet, a association said. Sunfleet now has a swift of 1,700 cars and 500,000 annual transactions, according to Volvo. Sunfleet will be integrated with M in 2019, with all memberships incorporated into a new brand.

Volvo will also try to heed a car-sharing use from competitors by focusing on how people use their cars. The automaker pronounced it is building “proprietary technology” to lane users’ specific needs and preferences, and try to customize a knowledge formed on that. It’s misleading how this will work in practice, however.

Stockholm will be M’s bottom of operations. Volvo skeleton to control a large-scale beta exam of M services there this fall, forward of a full launch subsequent year. The automaker pronounced some-more sum about M and a services will be expelled in a entrance months.

Volvo is one of several automakers perplexing to variegate over merely offered cars. The arise of automobile pity and other mobility services presents a hazard to new-car sales, though also an event if automobile companies can successfully work a services themselves. Volvo is also betting that subscription services, where business compensate a monthly price most like they do for dungeon phones, will be a subsequent large thing. These trends indicate to a destiny where comparatively few people indeed possess a cars they are driving.

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