DETROIT — Maven doesn't want to be the next Zipcar, Uber or Lyft. It wants to be all of them, and more.
As part of an ongoing expansion, the General Motors service brand is examining a new car-sharing service for fleet and business owners of GM cars and trucks, including dealerships potentially putting vehicles into on-location Maven stations.
Maven, which launched as an app-based short-term rental service for GM in 2016, started a pilot program last year with Suburban Chevrolet of Ann Arbor in Michigan. The dealership owns the five loaner service vehicles and shares revenue with the company when they are used by Maven users.
The dealership has had "fairly reasonable success" with the program by promoting it for customers as an alternative to sitting in the waiting room, according to General Manager Mike Mosser.
"It's a great opportunity to market to our customers that we have a 24-hour service drop-off availability," he told Automotive News, and a tool to attract younger customers to GM vehicles and the dealer lot.
Maven's dealership program represents one more step toward what Maven CEO Julia Steyn has called a "holistic mobility platform," or a one-stop shop for emerging mobility services such as car sharing, ride hailing and even peer-to-peer car sharing.
Maven officials declined to comment on any future programs, including potentially expanding the dealership program, but said the brand is analyzing and testing "a whole lot" of programs for future uses in the so-called shared economy.