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BMW and Daimler Join Forces to Boost Mobility Services Effort

BMW Group and Daimler AG are announcing the creation of a joint mobility company to focus both companies’ efforts toward becoming mobility service providers [1].

The new German mobility powerhouse will have its headquarters located in Berlin, and will be focused on developing and creating new mobility services and offerings within several key areas: facilitating a digital mobility service marketplace, carsharing, ride-hailing, parking and charging infrastructure. Furthermore, the two companies will each hold a 50% stake in the new joint venture, while they are still to remain competitors in their core businesses. The efforts to create this new company is already taking a big step forward as the transaction has officially been filed with the European Commission, where it will now be subjected to examination of competition regulation.

Simultaneously, Daimler’s mobility navigation platform Moovel is breaking new ground by announcing a new feature that will enable mobility operators to bundle their offerings to customers. This new marketplace can now offer multi-modal transport solutions (such as bus and rail transport, car- & bikesharing, ride-hailing etc.), along with booking and paying directly through the Moovel app [2].


Personal comments

It is a sign of changing times for the automotive sector as two close rivals now team together to explore and capitalize on an emerging mobility market together. Perhaps this development will spur Germany’s third massive automaker, Volkswagen, to shift even greater focus to the MaaS marketplace as well in the coming future.

Moovel’s new marketplace model sounds like it could open up new opportunities for suppliers to connect their services, although this hinges on that Moovel provide sufficient incentives for different actors to gather around the same table and do so.


Written by Darijan Jelica, RISE Viktoria.



1. 2018-09-20. ‘Our vision is to create a major global player’ – BMW, Daimler’s joint mobility company to be based in Berlin.

2. 2018-09-19. Daimler’s Moovel opens marketplace for bundled mobility passes.