General Motors is going after experience-hungry young consumers who would rather share a car than own one.

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)