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Rebranding: Mytaxi soll zu Free Now werden © Mytaxi/Intelligent Apps GmbH

"Mytaxi" to be renamed "Free Now" and offer more services

Rebranding in summer - rental cars with driver and e-scooter to complement taxi business

The Hamburg-based mytaxi app is to be renamed Free Now from summer 2019, a press release said Thursday (April 25, 2019). Mytaxi is already part of Free Now, the taxi-hailing joint venture launched by BMW and Daimler in February. Europe’s leading taxi app seeks to position itself as a mobility service provider with a broader offer and will include e-scooters in the app pending national approval. A rental car offer with driver can also be booked on the app after the brand change in Germany.

E-scooters to complement mobility mix

E-scooters are gaining popularity all over Europe and are likely to be registered in Germany soon, according to the German Ministry of Transport. Alexander Mönch, CEO of mytaxi Germany, said: “I am firmly convinced that e-scooters will very quickly become an important part of urban mobility after their nationwide approval. The company already operates its Hive scooters in five European capitals. We will integrate this offer into Free Now.” In mid April, Hive launched a pilot project on the DESY research centre in Hamburg-Bahrenfeld.

Fixed-price entry into rental car and taxi sharing

Free Now also plans to launch its own fleet of rental cars in association with taxi entrepreneurs. The entry into the rental car business is a strategic step for mytaxi. Mönch noted: “As a company with European roots, we do not want to leave the market to competitors from other continents. We continue to argue in favour of merging taxi and rental cars in a reformed joint trade with the same rules and fair competitive conditions.” At the same time, the modernisation of the taxi industry is crucial to staying competitive. Mytaxi’s taxi sharing service has been available at a fixed price since April 2019. In future, the taximeter will be replaced by a binding, electronic, price-fixing system.

Urban mobility “Made in Hamburg”

Founded in June 2009 in Hamburg, mytaxi now has 14 million passengers and more than 100,000 registered drivers making it Europe’s leading taxi app. The company employs over 700 people in 100 cities across nine European countries.

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