General Motors itself recognizes these realities; it has launched a short-term rental service called Maven. Maven is an app-based company that boasts it can provide: “Cars to Fit Your Every Need.” If you need a van, a minivan, a pickup truck, an SUV, an econobox, or a station wagon you can order it at the touch of an app. The future is cars on tap or cars on the app and General Motors is there. Some of Maven’s marketing claims include; “Free from cost of ownership,” “never pay for gas and insurance,” and “Don’t worry about vehicle maintenance.” Anybody who has ever worried about covering the cost of a car insurance payment, new tires, or a tank of gas will find those claims appealing.