General Motors has named Sigal Cordeiro the new head of Maven, the automaker’s car-sharing brand. She assumed the title of vice president of General Motors Urban Mobility and Maven on February 15, according to a Detroit Free Press report. Cordeiro replaces Julia Steyn who unexpectedly departed from the company late last month. GM says Steyn left for personal reasons.
Cordeiro joined GM in 2000 as a Chevrolet brand analyst in Detroit. She has her MBA from the University of Pennsylvania’s Wharton School and a bachelor’s degree from Fundação Getúlio Vargas in Brazil, her native country. Cordeiro joins Maven after most recently serving as the executive director leading global product marketing. In that position, she led product development and marketing with increasing profitability.
According to a GM spokesperson, Cordeiro’s role as Maven’s new boss is substantial. Cordeiro will “define the future of personal mobility” through the ride-sharing service.
Maven is GM’s budding car-sharing service, which gives users access to a fleet of GM vehicles they can rent through a smartphone app. The service also allows certain eligible GM vehicle owners and lessees to make their vehicle available to rent through the app and make money doing so. The service operates in 24 of cities such as San Francisco, Los Angeles, Chicago, Washington, D.C., and Denver. Outside of the U.S., Maven is available in select Australian and Canadian cities.
Maven is just one piece in a larger profit-generating machine as the automaker looks to other sources of revenue outside the traditional automotive industry. It’s long been rumored GM plans to introduce a ride-sharing service through Maven. There has yet to be any concrete evidence supporting that. However, GM does have plans to lunch a ride-sharing service with Cruise AV, the company’s self-driving subsidiary.
Say tuned for more information on the future of Maven’s executive roster and more Maven news.