GM Launches Maven Car-Sharing Service And Personal Mobility Brand

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General Motors has announced the latest step in its quest to become a dominant mobility company with the launch of Maven, it's new car-sharing service.

Maven works through the user's smartphone and allows users to search for and reserve a local vehicle to use. They can then simply pick up the vehicle and use their smartphone to unlock it, with the dedicated mobile app also able to startup the car and control key functions such as the heating and cooling systems.

Each vehicle used in the service will also include Apple CarPlay, Android Auto, OnStar, SiriusXM radio and 4GLTE wireless.

How much a user pays for the experience depends on how often they use a vehicle but the initial fee always includes insurance and fuel.

Initially, Maven is being offered in Ann Arbor, Michigan with a particular focus on students and staff at the University of Michigan. Later in the year, further city-based programs will be introduced, such as in Chicago. The program will also soon be expanded across New York City.

GM vice president of Urban Mobility Programs Julia Steyn said “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. 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.”

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