General Motors’ Maven carsharing service has opened up in San Francisco, its ninth market served since launching in January.

Maven is well positioned to compete with popular carsharing leaders in the city, including Zipcar and Getaround, Automotive News says. San Francisco, known for innovation as a technology hub, has been a leading market for carsharing services, and it’s where ride-hailing firms Uber and Lyft originally launched and set up headquarters.

GM’s development of Maven has coincided with its investment in Lyft. This year the company’s CEO Mary Barra has emphasized GM’s commitment to serving Millennials and urban professionals who want to avoid owning cars.

Maven has entered Boston, Chicago, Los Angeles, New York, Washington, D.C., and other cities.

“Either GM spends money to convince someone who doesn’t want a car to buy a car, or spends it getting into another business,” said Dan Grossman, Maven’s COO.

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Maven serves as an outlet for GM to give consumers experience with its cars, including the upcoming Chevy Bolt electric car. According to the company website, customers can now rent a Chevy Volt, Cruze, Spark, Malibu, or Tahoe; a Cadillac ATS or Escalade; or a Buick Regal. The cost of renting a car starts at $8 per hour.

Maven is tapping into it relationship with GM as an advantage over competitors like Zipcar. Technology innovation is another marketing message. Customers can reserve a car via an app; they can also use their smartphone to unlock and start their vehicle.

Automotive News