Maven: GM's millennial-focused mobile play

This event report outlines how Maven, a ride-sharing brand from General Motors, is seeking to engage millennial consumers, and help shape the future of the automotive industry.

Maven: GM's millennial-focused mobile play

Stephen WhitesideWarc

General Motors is used to dealing in large numbers – whether that's spending billions of dollars on ads and R&D, or selling millions of Chevrolets, Buicks, and Cadillacs on forecourts every year.

But as the 107-year-old enterprise strives to compete with digitally-powered startups like Uber and ride-sharing service Zipcar, its hopes largely rest with Maven – a six month-old brand that makes no actual cars, is run by 50 people, and relies on a handful of influencers to spread the word on social media.

Maven's mobile app officially was launched in January...

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