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General Motors is targeting millennials with Maven, a new car-sharing service aimed at consumers who don’t own a car and value sharing and experiences over possessions.

“Maven is a startup — in eight months we’ve launched a new company, a new brand and three new services,” said Megan Stooke, Maven’s chief marketing officer, at an Advertising Week session with Nigel Morris, CEO of Dentsu Aegis Network, Americas & EMEA. “We’re an on-demand mobility service, setting up in an industry that will see more change in the next five years than in the last 50.”

Ms. Stooke, an Australian who joined General Motors 20 years ago as a product manager in her native Australia and was most recently Detroit-based general director, global advertising, said Maven is rolling out city-by-city in the U.S. and has global ambitions. The majority of the startup’s staff of 60 come from outside General Motors, from companies like Google, Goldman Sachs and Starbucks.

Continue reading at AdAge.com