FREE NOW was founded as mytaxi in June 2009 and was the world’s first taxi app that established a direct connection between a passenger and a taxi driver.
In July 2019, mytaxi rebranded to FREE NOW as part of a global mobility brand family and set itself up as a multiservice mobility provider. With 14 million passengers and more than 100,000 drivers, FREE NOW is one of the leading ride-hailing providers in Europe.
Since February 2019, the service is part of the FREE NOW group, the ride-hailing joint venture of BMW and Daimler. FREE NOW today works with more than 700 employees in 26 offices and is available in over 100 European cities. Eckart Diepenhorst is leading the operational business as CEO Europe of FREE NOW.