Lyft said it has completed its acquisition of the FreeNow e-mobility app from Mercedes-Benz and BMW, expanding its ride-hailing and taxi services to 11 countries and nearly 1,000 cities.
The deal, first announced in April, gives Lyft a direct presence in nine European markets, including Ireland, the UK, Germany, Greece, Spain, Italy, Poland, France and Austria. The former Mercedes/BMW-owned brand will now operate under the name “FreeNow by Lyft,” with the existing red FreeNow logo accompanied by Lyft’s pink branding.
“Our integration approach centers on respecting what makes FreeNow successful – the talented team, unique needs of each local market, and the relationships with fleet owners, taxi drivers, and riders across the continent,” said Jeremy Bird, Lyft’s executive vice president of driver experience. “By leveraging and building on these strengths, we’re laying the foundation for long-term and sustainable growth.”
FreeNow chief executive Thomas Zimmermann and his management team will report to Bird, while country general managers will maintain strategic control of their respective markets. Lyft said the integration will also cover its urban bikesharing services.
The company added that drivers could expect more ride opportunities as North American Lyft users gain a “preferred app in Europe,” and vice versa. Lyft pledged to maintain FreeNow’s role in the taxi sector, which includes partnerships with over 150,000 drivers and long-standing ties to local authorities, cities, unions and fleet operators.
Lyft CEO David Risher said: “This isn’t just about growing our business. It’s about service and connecting people worldwide.”
To encourage adoption, both apps are offering a 50% discount on the first ride when using the “other” service, with a seamless transition between platforms expected soon.