Navigant Research Blog

Carshare Services Gear Up for Gig Economy

John Gartner — May 5, 2017

Younger urban dwellers are increasingly joining the ranks of carsharing, ride-hailing, and delivery service workers, as more and more companies are customizing their offerings for participants in the new gig economy. Driving jobs that offer flexible hours and attract predominantly younger drivers are known as “gigs.” Carshare companies see renting out their vehicles to these independent drivers as an opportunity to grow revenue and increase their brand awareness. Since Navigant Research expects revenue from carsharing programs in North America to surpass $1.1 billion annually by 2021, the combination of gigs and carsharing services represents a significant opportunity.

Maven Gig

Maven, a mobility company launched by General Motors (GM), announced partnerships on May 3 for its Gig program, which includes several services that simplify the process of renting vehicles for multiple services. With Maven’s mobile app, a rented vehicle can be used by drivers for Instacart, a grocery delivery service; GrubHub, a take-out food delivery service; and Roadie, which uses passenger vehicles to deliver packages. The rented vehicles can also be used by drivers for the ride-hailing companies that Maven has had relationships with, Uber and Lyft. Drivers can access their revenue, vehicle, and driving data for all services through one web portal and mobile application.

Maven will broaden exposure for GM’s Bolt battery EV by exclusively offering the car in its Gig program for rent for $229 per week. The program initially launched in San Diego and will include free charging at EVgo charging stations in the area. Drivers can save up to $100 per month in fuel when compared to driving a gasoline-powered vehicle, according to Rachel Bhattacharya, director of Commercial Mobility and AV Fleet Operations at GM.

Bhattacharya said having the vehicles available to drivers full-time enables them to work for multiple companies and switch tasks to match peaks in demand. For example, they can drive passengers during the morning rush hour and then deliver food at lunch and packages in the afternoon. After San Diego, Gig will be available in San Francisco later this year, and then in cities in other states, said Bhattacharya.

Promoting the Bolt is likely to boost EV awareness in areas where Maven Gig is available, as both drivers and passengers new to EVs will gain exposure to the capabilities of the vehicles. Bhattacharya said drivers receive in-person training on the differences in operating and charging vehicles, as well as information from both Chevrolet and Maven.

Maven City Carsharing

Maven City carsharing is available in 13 markets across the United States. In Denver, 200 Maven vehicles are available for rent, including the Chevrolet Volt plug-in hybrid. Lindsey Whiddon, general manager at Maven General Motors, said she is working with property managers to locate Maven rentals and charging infrastructure for the Volts close to the many new high rise apartments and condos in Denver. “Millennials have been quicker to adopt [carsharing],” said Whiddon, so she is prioritizing putting Maven vehicles close to highly dense areas where younger people may not have cars.

Carsharing and Gigs Not Just for Maven

Peer-to-peer carsharing company Getaround also recognizes this opportunity and is targeting freelance drivers via a partnership with Uber that allows vehicles to be rented for $5 per hour, including insurance, gas, and unlimited miles. The vehicles, which initially are available in San Francisco, are being provided by Xchange Leasing, Uber’s leasing program. Getaround also recently raised an additional $45 million in capital investment to continue expanding its carsharing service, which recently moved into the Tri-State New Jersey area. Maven has a similar deal with Lyft to provide GM vehicles to drivers through the Express Drive program.

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