General Motors is launching its first new brand in 20 years.
But it's not a car brand.
"Maven" is GM's new personal mobility service.
The new brand is in response to a trend, slight but noticeable and growing, of millennials and urban residents deciding car ownership isn't worth the cost or hassle.
But they still need to get around. Peter Kosack is GM's head of Urban Mobility. He says Maven will give customers easy access to car-sharing and ride-sharing services.