Swedish automaker Volvo has launched a brand dedicated to the car sharing service it will launch next year.

M will provide people with on-demand access to cars and services through an app, which will feature a ‘proprietary learning technology’ to offer a personalised experience based on the needs, preferences, and habits of users.

“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 maximising precious time. We see the opportunity to offer a premium experience.”

Launching in the US and Sweden in the spring of 2019, the service will draw on data from Sunfleet, the car sharing service founded in 1998 by Volvo and Hertz in Sweden which is now wholly-owned by Volvo Cars. Sunfleet will be fully integrated into M, becoming available to all existing members.

The new brand will be based in Stockholm, Sweden. Volvo says it is already conducting testing and has plans to launch a broader beta test at some point this autumn.

“Mobility is undergoing a fundamental transformation and Volvo Cars is leading that change,” said Håkan Samuelsson, Volvo Cars president and chief executive. “The launch of M creates new sources of revenue for Volvo Cars and will be integral to the company’s ambition to build more than 5m direct consumer relationships by the middle of the next decade,”