FREE NOW mobility app

Brand History and Evolution

FREE NOW, originally founded as MyTaxi in 2009 in Hamburg, Germany, revolutionized the transport industry by being the first app to connect passengers and taxi drivers directly. Over the years, it expanded significantly across Europe and South America, pivoting from a pure taxi-calling service to a multi-modal mobility platform that integrates various forms of transport.

Business Model and Operations

As a software-based service platform, FREE NOW does not 'manufacture' physical goods. Instead, its product is a digital ecosystem developed primarily in Germany and Spain. It operates in numerous European cities, offering licensed taxi services, private hire vehicles (PHV), and micro-mobility options like e-bikes and e-scooters through partnerships.

Current Ownership and Structure

The brand is part of the FREE NOW Group, which is a joint venture between two of the world's leading automotive manufacturing giants: BMW Group and Mercedes-Benz Mobility (formerly Daimler AG). This strategic partnership, established to compete with international ride-hailing services, combines German engineering heritage with modern digital mobility solutions.