General Motors made a gamble by launching a new brand last year: Maven. It’s not a brand associated with building cars, or even selling them. Instead, it’s a car-sharing service and it has been a runaway success thus far.
Since its introduction, Maven has expanded to five U.S. cities with 5,000 registered members and 4.2 million miles driven. That’s no small feat, especially considering Maven’s rivals have been operating on a similar business platform for years.
But Maven Chief Operating Officer, Dan Grossman, told Tech Crunch it has everything to do with how the brand was built. He stated the goal was always to build something from the ground up and define the experience, rather than purchase a company or partner with someone else.
“I left our initial meetings really thinking that they were serious, that they wanted to start a brand from the ground up vs. acquiring an existing brand,” Grossman said. “And they wanted to bring all this great innovation both on the technology side and on the vehicle side that they thought would make a difference, not just in the U.S., but globally.”
“It’s the notion of owning the experience, literally owning that member experience, no excuses, no calling the CEO of another company, not buying another company and having to transition them into GM,” Grossman says, pointing out that everything from IT to customer service is by GM expertise. “I don’t know that it could’ve been done any faster with outside help – it might’ve been slower.”
GM has explained before how Maven integrates into its overarching business strategy, and Grossman feels the automotive company is ahead of the curve when it comes to launching a brand like Maven.
“I think General Motors is really ahead of the curve. Nobody has a crystal ball, but if there is going to be this change or evolution in the automotive industry, it’s nice to have all these options available to a company this size.”