The report calculated the number of vehicles that will be purchased for car-sharing fleets in 2021 and the "share of forgone private purchases those sales will offset."
The bottom line: Car sharing will cost automakers about 550,000 units in worldwide vehicle annual sales that year. As Automotive News recently pointed out, that would represent less than 1 percent of the 89 million light-duty vehicles automakers are expected to sell worldwide this year, according to German supplier Continental AG.
Boston Consulting Group stated that while car sharing won't spark widespread change, autonomous vehicles will.
Self-driving cars will erase "the distinction between car sharing and ride sharing," while "offering users a significant edge in the total cost of ownership," according to the report. But because self-driving cars "will not arrive on the market in force until 2027, there is still ample time for the car-sharing market to evolve and for players to prepare for a period of accelerating change."
One futuristic vision is that car-sharing services will use autonomous vehicles. "Today, you reserve a Zipcar and pick it up; tomorrow, you reserve it and it picks you up," Zipcar president Kaye Cheille stated in a corporate blog post called "The Future of Car Sharing With Autonomous Wheels."
In January, GM and Lyft announced a long-term strategic alliance to "create an integrated network of on-demand autonomous vehicles in the U.S." It includes GM investing $500 million in Lyft.
Maven has partnered with Lyft in Chicago to offer Lyft service drivers the use of Chevrolet Equinox crossovers for $99 a week. That program will expand to other markets including Boston, Baltimore and D.C. by the end of the year.
Seeing the future
One of Razzacki's tasks is to chart Maven's future.
He will soon transition away from his marketing lead role to overseeing advanced solutions, or what he called "Maven 2.0." His experience includes working for Google from 2010 through 2013, with his last role being a product marketing manager, according to his LinkedIn profile. Before coming to GM he was chief product officer at getambassador.com, which makes automated referral marketing software.
While Maven launched with car sharing, it might one day add other services such as intelligent assistant apps, he suggested. The work is occurring at Maven's offices, which are housed at GM's Technical Center near Detroit, as well as in San Francisco. More than 50 people work for Maven, according to GM.
Notably, the brand name Maven does not include a reference to GM, or even the automaker's signature white-and-blue colors.
"This allows us to really approach it from a blank slate and create a whole new vision for what this company can be," Razzacki said. The brand logo features the word Maven with the A made to resemble a navigation arrow pointing forward, he said. The colors black, white and deep yellow were inspired by streetlines on black pavement.
"Maven is a little different from any of our vehicle brands in that it is trying to solve a problem for our customers. The word maven actually means an expert or a connoisseur," Razzacki said. So "it made sense to be people's Maven and to help them get from point A to point B as easily as possible."