European taxi app mytaxi rebrands itself as Free Now

mytaxi has rebranded to Free Now.

Europe's biggest Taxi app has not only changed its branding, but with the new name, it is also set up as a broader mobility provider, and will add more mobility options to the app in future.

As a first step, the company has announced it will integrate hive scooters into the app, in the Free Now markets, where hive is already active (Portugal, Poland and Austria) within the next few months. Further mobility options will also be implemented in the future.

“This day is a huge milestone for the whole organisation,” said Eckart Diepenhorst, CEO Europe, Free Now. “We started the transition to a multiservice mobility provider a while ago by launching the hive scooter brand last year. The rebrand to Free Now marks another step towards offering different services within the app. Whilst Taxi will always play a crucial role in our offering, we strongly believe that we will need to have further mobility options in the future.

“User demands, regulatory framework and the technical options for mobility are constantly changing. In order to maintain and grow our satisfied customer base, we need to develop our proposition in order to fulfil our mission: We want to make mobility available for everyone - independent of age, income and heritage,” Diepenhorst added.

Free Now is part of the brand family created through the mobility merger of BMW and Daimler. The other verticals within that family are Share Now (Carsharing) Reach Now (multi-modal), Park Now and Charge Now.

“We believe that being part of a global mobility brand family will be a very strong advantage for us, especially when all verticals have finished their rebranding,” Thomas Zimmermann, Free Now Chief Marketing Officer (CMO), explained. “For us, Free Now means freedom of mind. We want to free our customers - both passengers and drivers - from everyday worries and stress. We want our passengers to lean back, enjoy their ride and let us take care of the details of getting them from A to B. We want our drivers to be confident in us taking care of getting them enough jobs so they can earn their well deserved living.”

In order to raise brand awareness Free Now is investing a double digit million euro budget into an international brand campaign, which starts today. Neither passengers nor drivers will have to install a new app. The change from mytaxi to the new Free Now app will happen through a regular update, which is available on Google Play Store and the iOS Appstore. Also all accounts and their settings remain unchanged.