M Blog

1 year with you in the driver's seat

Today is our first birthday, and we want to celebrate you! To thank you for being a part of this journey and express our gratitude. You are, quite literally, what's driving us forward, and without you, we wouldn't be where we are today. 

September 23, 2020

September 23, 2020 has a special place in the M calendar––marking exactly one year since we launched the service in Stockholm.

During this time, 2,255 of you have told us that the primary benefit you receive from M is not having to buy a car. 420 of you have even said M has enabled you to give up your current car. M is now live in 7 Swedish cities, next week it'll be 8. Just imagine how our city streets will change as these numbers grow.

Your feedback is our fuel

And luckily for us, you've shared plenty of it over the past year––84,777 comments to be exact. Our researchers have read and analyzed every single one, and spent an additional 468 hours (~20 days) learning more about your needs through interviews. And when it comes to specific questions or concerns, our Customer Care team has spent 2,975 hours (~124 days) chatting with you over the phone.

Here are just some of the changes we've made over the past year based on what you've told us.


  • Ability to choose specific car model
  • Towbar as an option (V60)
  • Improved time suggestions for reservations
  • Trip price estimates
  • Digital key sharing
  • Reduced unlock notifications when near the car (after all, one or two should do the trick)
“Could you make it easier to share the key with someone else? It’s not practical if my partner needs to use my phone in order to drive, especially on longer trips.”

We couldn't agree more. Which is why we launched digital key sharing just before "Svemester," to make your longer summer trips as smooth as possible.

Overall service

  • Optional excess waiver insurance
  • More flexible cancellation policy
  • Pay for the km you drive instead of 300km included
  • Reduced refueling from half to quarter tank
  • Gentler prices on longer reservations
  • More invoicing options for business customers
Why is 300km always included? At most I’d drive 50km over 24 hrs, so I don’t see why I should pay for all that extra distance.”

Simplicity and transparency were the main motivations for offering 300km in each trip; we wanted to avoid hidden costs. But we couldn’t argue with this feedback. So we changed our pricing so that you pay for the km you drive, and to maintain transparency, we added price estimates to the reservation confirmation to help you gauge the final trip cost.

Stockholmers, we salute you

You’ve been with us since the beginning, and we couldn’t celebrate without giving a special nod to your contribution.

In the past year, you’ve driven 280 times around the Earth, and judging by these top destinations, it looks like a certain Swedish furniture store may have had something to do with it.

Top Stockholm destinations:

  • Kungens Kurva
  • Barkarby
  • Sickla Köpcentrum
  • Bromma Blocks
  • Nacka Forum

We hope everyone's enjoying their upgraded homes!

Gathering speed

While we're proud to have reached this milestone with you, we're even more excited for the next. Now, we set our sights on the road ahead. And we can't wait to show you what's coming.