General Motors (GM) has expanded its Maven car sharing platform to Toronto, Canada’s largest city by population. The service, now available in the country’s largest urban center, offers rates beginning at $9 per hour and includes gas and insurance coverage.
Maven launched as an internal startup within GM with leadership from other shared-use consumer vehicle platforms like Zipcar. Users can book cars conveniently through the Maven app for pickups in various neighborhoods across the city including Bloor West Village, Liberty Village, King West, the Entertainment district, City Place, Yonge and Eglinton (for Midtown residents), Leslieville, at Ryerson University, on the Danforth, in the Financial District, and at the Eaton Centre.
Originally piloted in Waterloo region nearby, Maven’s Toronto launch marks its first major international city expansion since launching two years ago. Initially available to consumers is Maven City - a consumer-facing vehicle sharing service similar to Zipcar and other compe*****s. No membership fee is required for users who can choose from 40 vehicles including Chevrolet, Cadillac, and GM models.
Incorporating cutting-edge technology in its fleet, every car includes OnStar, Wi-Fi, CarPlay, and Android Auto. Maven has transformed into a mobility brand with different service offerings such as Maven Gig catering to gig economy workers like Uber drivers. However, only the Maven City product is available at launch in Toronto.
Julia Steyn, Urban Mobility VP of GM and Maven, stated that the city’s mixture of factors contributing to car sharing demand made it an ideal location for Maven’s expansion. She also noted that the appeal of the platform lies particularly with younger audiences who are comfortable using technology-driven services. As a testament to this point, Maven has been growing at a rate of 10 times month over month, accumulating 250 million miles driven.
GM is committed to removing barriers in broader vehicle sharing and facilitating convenient access for Toronto residents from various parts of the city.
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