Holden’s latest operational move sees parent company General Motors’ Maven division introduced to Australia allowing Uber drivers car-sharing style access to new Holden vehicles.
With Maven styled as a “personal mobility brand” the program will initially function as a kind of car rental system allowing Uber drivers to rent cars at a reduced rate as part of a program called Maven Gig.
Pricing starts from $215 per week with vehicles unaffected by distance restrictions in the way a regular rental agreement might be. Other costs, including vehicle maintenance and insurance are also included in the price.
Matthew Rattray-Wood, general manager for Maven in Australia, says Holden is the first car company to dive into ride-sharing in Australia.
“It’s probably not a space traditionally that Holden has traditionally played in,” he says.
“A lot of our drivers are new to the Holden brand - through that they get exposure to our brand.”
“We are getting into a new space, we are talking to new customers, we are understanding driver behaviour. The demand has been quite strong.”
Maven will launch with a fleet of over 250 cars including Holden’s Astra, Trax, and Captiva models starting in Melbourne and Sydney with expansion into other cities also under examination.
The program is also looking at ways to expand beyond commercial services and extend car sharing to the public.
Rattray-Wood says there may be opportunities to get a similar service up and running for members of the public.
“I think we will probably, over the future expand into different areas,” he said.
“Really the sky is the limit. That’s why we want to get in early.
“We certainly see it growing to be a lot larger than it is today.”
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