Europe’s Biggest Taxi App Has Been Rebranded

Europe’s Biggest Taxi App Has Been Rebranded
FREE NOW Europe CEO Eckart Diepenhorst wants to modernize urban mobility with his Taxi, PHV, and scooter fleet. (Photo: FREE NOW)

mytaxi becomes FREE NOW as it transitions to a multiservice mobility provider.

Europe’s biggest taxi app, mytaxi, has been rebranded to FREE NOW as it prepares to set up as a broader mobility provider, with the app showcasing more mobility options in the future as well. For starters, the company announced that it will integrate hive scooters into the app, since hive is already active in FREE NOW markets in Portugal, Poland, and Austria.

“This day is a huge milestone for the whole organization,” Eckart Diepenhorst, CEO Europe for FREE NOW, says. “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. While 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 to fulfil our mission: we want to make mobility available for everyone – independent of age, income, and heritage.”

FREE NOW is part of the brand family – alongside SHARE NOW (Carsharing), REACH NOW (multi-modal), PARK NOW and CHARGE NOW – created through the mobility merger of BMW and Daimler.

“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), explains. “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,” Zimmermann reveals. To raise awareness of the new rebranding, FREE NOW is investing a double-digit million-euro budget to an international brand campaign.

The mytaxi app will change to FREE NOW through a regular update, which will be available on the Google Play Store and the iOS App store. Passenger and driver accounts will remain unchanged.

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