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New Brand 'Maven' Enters the Auto Market
By: Cindy Wendland
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General Motors (GM) has created a new brand called Maven to head up their car-sharing efforts. GM recently invested $500 million in Lyft, a ride-sharing company, and purchased the remainder of Sidecar, which closed at the end of 2015. Maven will head up their future in providing driverless cars for the public.

Companies that accept market changes, adapt, and respond are those companies that 1. survive and 2. garner respect. BlackBerry stands out as a company that just couldn’t, or didn’t want to, respond to what was happening in the market with mobile phones. GM and Ford seem willing to accept that the market is shifting from a car-buying public to a car-sharing public. Ford Executive Chairman Bill Ford in an interview with ABCNews said, "One thing we can't afford to do is put our head in the sand and wish it [ride sharing] weren't so. It is so." For that reason and for GM’s moves to introduce Maven, we give our respect.

When a new brand emerges, it is helpful to understand the meaning of the name. GM did an excellent job this time with their brand name choice. Maven means expert, connoisseur, or one who understands. This is a perfect name for this endeavor. When you consider companies like Apple and Google looking to enter the auto market, the brand name Maven boldly says that GM is the expert in the auto industry; "listen to and trust us."

The auto industry is near and dear to our heart because a large number of friends and family members were employed by this industry. We want GM to succeed in this endeavor and not just survive but thrive. Maven is a great effort to get there. 

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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