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Volvo launches 'M' sub-brand for mobility operations

by Justin King

The automaker has redefined its mission under the mantra \"Freedom to Move.\"

Volvo has launched a new sub-brand with the simple label 'M.'

Despite the obvious similarity to BMW's M division, Volvo's M brand will focus on mobility operations rather than motorsport-inspired performance vehicles.

"We recognize that urban consumers are rethinking traditional car ownership," says Volvo chief Håkan Samuelsson. "M is part of our answer. We are evolving to become a direct-to-consumer services provider under our new mission 'Freedom to Move.'"

The M brand is said to be looking beyond the current idea of 'mobility' as alternatives to taxis or public transit. The company is instead focusing on the way people use the cars they own and providing a "real alternative" to that experience.

The M team will integrate Volvo Car Group's Sunfleet operations, claimed to be the leading car sharing company in Sweden with 500,000 annual transactions and a fleet of 1,700 cars. The company aims to build more than five million "direct consumer relationships" over the next decade.

Additional details about the M service will be announced later this year.