#MavenReserve

Automakers are throwing everything they currently have at the wall to see what sticks. The concept of “mobility” is now so broad that it encompasses automation, electrification, vehicle connectivity, alternative modes of transportation, driving aids, ride-sharing, ride-hailing, and even subscription services — and plenty of companies are giving them all a shot.

Last week, we talked about Volvo’s new car subscription service. Most of us had difficulties rationalizing the price based on how the product is being offered. A lot of companies are testing those waters right now, especially luxury brands. Lincoln recently launched a subscription initiative that is extremely similar to Cadillac’s, and Porsche has been buzzing about its own “Passport” service. However, mainstream brands like Ford and Hyundai are also trying their hand — albeit very differently.

As urban populations grow and analysts continue to predict dwindling car ownership, alternatives have sprung up and automakers are gradually getting in on that sweet car-sharing action. Currently active in 17 North American cities, General Motors’ hourly ride-sharing unit Maven has been building slowly.

GM is now expanding Maven to include long-term rentals which, come to think of it, sounds identical to what it was doing with its Book by Cadillac premium subscription service. While the Caddy offering is intended to be a monthly subscription serving as an alternative to normal vehicle ownership, nothing is really stopping customers from using “Maven Reserve” in a similar manner.

Also similar is the pricing. While the special Maven Reserve vehicles don’t yet encompass all GM’s fleet, a Chevrolet Tahoe runs $1,500 for 28 days, which is identical to the subscription fee for Cadillac Book, which also includes curbside car delivery and mid-month vehicle swapping.

In essence, GM is allowing you to have simultaneous access to a CTS-V and Escalade or a Tahoe for the same amount of money.