Holden launches Maven personal mobility brand in Australia

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General Motors (GM), parent of Holden, has this week launched its car-sharing sub-brand Maven in Australia.

Dubbed ‘Maven Gig’, the service allows drivers to get on the road quickly and join the rising gig economy – which includes various ride-sharing and food delivery services such as UberX and UberEats

Speaking with CarAdvice, Matthew Rattray-Wood, general manager of Maven Australia, said: “Maven Gig is our service for people who want to drive in the ride-share [industry]”.

“What it allows drivers to do is rent a car for an all-inclusive weekly rate. They can drive an unlimited number of kilometres, they have their insurance covered, and all their service and maintenance paid for. There’s also 24-hour roadside assistance, and they get access to new or very near-new Holden vehicles.”

The introduction of Maven Gig follows the trial of Maven Campus, which has been running since 2016 at GM Holden’s headquarters in Port Melbourne to test car-sharing technology along with member usage and behaviours with the company’s employees – and is under consideration for the wider public.

“Campus allows people to book a car by the hour or daily using an app,” Rattray-Wood said.

“It’s still a relatively niche market. But I do think there are more and more people that will be inclined to look at this service.”

“I don’t think this will ever replace car ownership, I think it’s a really good complimentary service to traditional car ownership,” he added.

Maven already has 250 cars on the road in Australia, along with 350 members on Maven Gig. Currently, Gig drivers are able to choose from the Holden Astra, Trax and Captiva.

Campus, meanwhile, has over 500 members who have made 4400 bookings. Over 2 million kilometres have been driven using Maven Gig vehicles, while Campus users have spent 100,000 hours behind the wheel.

Maven is now looking to expand its Gig service to other cities in Australia. The company has already been operating in the US since January 2016.

MORE: GM launches Maven car-sharing service in the US
MORE: Holden news, reviews, comparisons and video

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