Freenow

Free Now — originally launched as Mytaxi — is a mobility platform founded in 2009 in Hamburg as a joint venture between BMW and Daimler (today Mercedes-Benz Group). Over fifteen years it established itself as one of Europe's leading ride-hailing and taxi apps, operating in over 150 cities across 9 countries including Germany, the UK, Ireland, Spain, Italy, France, Greece, Poland, and Austria. April 2025 marked the end of the era of German automotive shareholders: Lyft, the second-largest U.S. ride-hailing operator after Uber, announced the acquisition of Free Now from BMW Group and Mercedes-Benz Mobility for approximately €175 million ($197 million) in cash. The deal, completed in August 2025 after regulatory approval, represents Lyft's first direct entry into the European market, historically dominated by Uber and local players. Integration between the two platforms began immediately: from August 7, 2025, Lyft users travelling to European cities served by Free Now are directed to the European app, while Free Now customers travelling to North America are guided toward Lyft. Free Now retains its own management team and employees, continuing to operate under its own brand in European markets. For Lyft, the acquisition nearly doubles its total addressable market to over 300 billion personal vehicle trips per year globally, and is estimated to increase annualised gross bookings by approximately $1.14 billion — a move marking the structural entry of the second major U.S. ride-hailing player into the European market.