With the traditional vehicle ownership concept starting to lose its allure for many Americans, automakers are forced to start thinking about new ways for attracting new customers and keeping their current customer base.
Car-sharing services have become a very popular alternative to personal car ownership, and they are a major part of the changes in personal mobility trends. That’s why several automakers have started offering similar services, in an effort to appeal to an increasing number of consumers who prefer on-demand mobility over purchasing and driving their own car. General Motors is the latest car maker to join the car-sharing business, after launching a new service that offers an alternative transportation solution to those who are not that keen on owning a personal vehicle.
“Maven” Program Launches in Michigan
General Motors has introduced its car-sharing program called Maven, allowing customers to rent one of the company’s cars by the hour. At first, the program will only be available in Ann Arbor, Michigan, where it was recently launched.
The company has put a fleet of 21 cars – including Chevrolet Volts, Tahoes, Malibus, and Sparks – at the disposal of customers, who will be able to reserve one after searching for the available vehicles by type and by location using a smartphone app. Users can lock and unlock the car they chose with their smartphone. All cars will be compatible with the Android Auto and Apple CarPlay infotainment systems.
“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.”
For the moment, the service is primarily aimed at students at the University of Michigan, but the company plans to launch the program in other metropolitan areas across the country in a couple of months. Chicago and New York are among the major cities that the program is expected to be expanded to.
The company says that renting a car through the Maven program will cost $6 per hour, a fee that includes gas and insurance costs.
In Line with New Personal Mobility Trends
The Maven program is part of General Motors’ efforts for preparing for the shift in personal mobility trends. Automakers that want to remain competitive in an environment where the conventional car ownership model is on the brink of becoming a thing of the past, succumbing to the ever-changing preferences in personal mobility.
More and more consumers are in favor of on-demand mobility services, that can be more easily personalized to the needs and financial abilities of every individual user, compared to the classic ownership model.
Although at the moment, General Motors can not expect to make a serious profit from this endeavor, launching Maven marks a significant step towards ensuring a strong position in what is expected to be a highly lucrative market in the future and a major additional revenue source for traditional automakers.