Uber and yellow cabs have a new rival in New York City. 

General Motors' (GM) relatively new ride-sharing service Maven launched in New York City on Monday. Maven will park 80 cars around Manhattan. Prices vary by vehicle, but will set a person back about $100 to use a Chevrolet Cruze for a full day. The car service takes care of the insurance and fuel expenses.  

Maven has been on a roll lately. 

Under a new program called Maven Gig unveiled recently, drivers get access to GM vehicles they can use for independent gigs, such as package delivery, food or grocery delivery and ride-sharing. The market opportunity is lucrative, given the rising popularity of freelance work. About 10% to 15% of the working-age population in the U.S. and Europe earns the bulk of their living through independent work, according to McKinsey Global Institute.

Maven appears out-front of the NYSE on Monday.
Maven appears out-front of the NYSE on Monday.

GM said the service is live in San Diego and will launch in San Francisco and Los Angeles later this year. Initial partners include GrubHub, Instacart, Roadie and ride-sharing services.

Maven debuted last year in San Francisco, taking aim at the industry's big guns like Uber and Lyft (GM invested $500 million in the latter early last year) and has since expanded to 18 cities in the U.S. and Canada.

Pricing starts at $8 an hour, which includes fuel and insurance costs, and gives a user access to such GM vehicles as the Chevrolet Malibu and Tahoe. The service now has more than 37,000 members.

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