Volvo Cars, the premium carmaker, today launches M, a new brand that will expand the company’s global mobility operations by providing dependable, on-demand access to cars and services through an intuitive app. Moreover, M will learn about its user’s needs, preferences and habits, personalising the customer relationship. It will debut in Sweden and the US in the spring of 2019. “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. 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