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General Motors Launches 'Maven' Car Sharing Brand, Has Uber In Its Sights

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On: Fri, Jan 22, 2016 at 5:38PM | By: Carl Malek


General Motors Launches 'Maven' Car Sharing Brand, Has Uber In Its Sights

The rise of Uber as the nation's most popular ride sharing service has not gone unnoticed by many in the automotive industry; some auto companies planning ride sharing services of their own to counter Uber's influence on the market. General Motors has unveiled its response, partnering with Uber's chief rival Lyft, in creating its all-new 'Maven' ride sharing service in its attempt to bring ride sharing to more customers. 

General Motor's new plan expands beyond the small pilot programs that initially tested the waters for such a service. All of its services will be wrapped under the 'Maven' brand moniker, which comes from a Yiddish word that means "expert." An earlier trial program was called "Let's Drive NYC", but the new branding allows the service to appeal to a much wider segment of the population while allowing the brand to appear more unified and cohesive than ever before in all markets.

GM president Dan Ammand stated, "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."

The new service will face its first big test when it is rolled out to the 117,000 residents of Ann Arbor, Michigan. When the service arrives in the city, it will initially focus on the students and faculty of the University of Michigan with the company placing vehicles at 21 diffrent parking spots across the city. A few months after this, the Maven service will expand to Chicago and be available to residents who live in certain housing properties. As for the New York program, it will continue but expand its availability to more customers who live in additional buildings.




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