GM Launches Personal Mobility Brand: Maven

General Motors’ new car-sharing service, Maven, will provide customers access to highly personalized, on-demand mobility services

General Motors announced today its next step in redefining personal mobility with a new car-sharing service called Maven, which combines and expands the company’s multiple programs under one single brand.

Maven’s mission is to give customers access to highly personalized, on-demand mobility services. The global Maven team includes more than 40 dedicated employees from the connected car technology industry as well as ride- and car-sharing professionals from Google, Zipcar and Sidecar.

"GM is at the forefront of redefining the future of personal mobility," said GM President Dan Ammann. "With the launch of our car-sharing service through Maven, the strategic alliance with ride-sharing company Lyft, and building on our decades of leadership in vehicle connectivity through OnStar, we are uniquely positioned to provide the high level of personalized mobility services our customers expect today and in the future."

Starting this week, Maven is expanding its offerings in multiple cities and communities across the U.S. Services are customized to regional customer needs and include city, residential, peer-to-peer and campus programs:

City: Today, Maven is announcing that it is offering its car-sharing program to more than 100,000 people in Ann Arbor, Mich., initially focusing on serving faculty and students at the University of Michigan. GM vehicles will be available initially at 21 parking spots across the city.

Additional city-based programs will launch in major U.S. metropolitan areas later this year.

Maven customers will experience seamless smartphone and keyless integration with the vehicle. Maven customers use its app to search for and reserve a vehicle by location or car type and unlock the vehicle with their smartphone. The app also enables remote functions such as starting, heating or cooling and more. Customers can bring their digital lives into the vehicle through Apple CarPlay, Android Auto, OnStar, SiriusXM radio and 4GLTE wireless

Maven pricing is simple and transparent and includes insurance and fuel.

As Maven grows, the team will use innovative ways of connecting personally with customers. Ann Arbor Maven users will have direct access to Maven leadership and core team members via the messaging application WhatsApp to share their experiences, ideas and thoughts with the team as they help shape the Maven service.

Residential: In the first quarter of 2016, Maven will launch car-sharing services for Chicago residents in partnership with Magellan Development Group. Maven is also expanding its existing residential program in New York City (previously called Let’s Drive NYC) with Stonehenge Partners giving users on-demand access to vehicles and preferred parking options. Both programs combined will offer service to more than 5,000 residents.
Peer-to-Peer: Existing global initiatives include peer-to-peer car-sharing through the CarUnity market place in Germany. Nearly 10,000 users have signed up in Frankfurt and Berlin since mid-2015.
Campus: Various programs are running on GM campuses in the U.S., Germany and China to refine and test future Maven commercial offerings.

“Maven provides on-demand access, choice and ease of use. The right vehicle and right mobility service for the right trip at the right time," said Julia Steyn, GM vice president, Urban Mobility Programs. “With more than 25 million customers around the world projected to use some form of shared mobility by 2020, Maven is a key element of our strategy to changing ownership models in the automotive industry."