New M Brand by Volvo Gives Mobility Solutions, Personalized Car Experience


Volvo cars logo / Photo by: Hatchapong Palurtchaivong via Shutterstock


Volvo Car Mobility officially announced its new service for car models called M brand. The M brand does not showcase performance comparable to sports cars but instead, the brand features a fresh set of mobility solutions to users.

The Volvo M brand is equipped with a learning technology to inquire about the user’s needs and learn from them. The service can learn the user’s habits and preferences to create a personalized car experience. The technology has been developed by a team of digital software engineers and 20 years' worth of data from Sunfleet, a car-sharing pioneer of the Volvo Car Group that handles a fleet of 1,700 cars in Sweden.

“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,” stated Bodil Eriksson, CEO at Volvo Car Mobility.

Through a dedicate, intuitive application, a user of Volvo M can control an integrated vehicle and make choice according to their needs, can receive assistance from the car service based on their activities, and can operate the vehicle in cities supported by the service.

The M brand is currently under development in Stockholm, Sweden. The brand has undergone extensive testing and is now in its initial beta stage. Eriksson noted that a broader beta version will be tested by autumn of this year. But the expected release of the M service is later next year, which may be around the same timeline of the integration of Sunfleet.

According to Hakan Samuelsson, CEO and president at Volvo Cars, the M brand and service are the company’s answer to the growing transition of customers' preferences from traditional cars to semi or fully autonomous models.