General Motors appears to be addressing changing attitudes towards auto ownership in the US, where the importance of buying your own vehicle is decreasing.
Maven will expand the car-sharing services already available via GM in New York City (previously branded Let's Drive NYC), and will move forward with existing initiatives like the CarUnity market place in Germany.
It was unclear how GM will scale up this car-sharing effort and Mr Ammann would not say how much the company was investing or how many GM cars would be in the Maven fleet to start or down the line.
He said GM sees its car-sharing push as a "long-term" investment, one that might not make money for the automaker at first but will in the future as the program expands.
It will be expanded and made available to more than 100,000 people in Ann Arbor in the coming weeks.
GM is hoping Maven - selected for its meaning as an expert or connoisseur - will differentiate from other car-sharing services by offering customers an easy-to-use, "highly personalized, on-demand mobility services".
Ammann, who now sits on Lyft's board, said GM is adapting to rapidly shifting consumer demands and new technologies.
Additional city-based programs are expected to launch in bigger areas later this year, GM said in a press release. At the time it was rumored, GM was possibly looking to launch its own car-sharing service Maven, which was registered in November 2015.
Beginning this week, Maven will launch in Ann Arbor, Michigan, with a focus on the University of Michigan students and faculty.
GM says customers will experience seamless smartphone and keyless integration with Maven vehicles, too. The service will rent cars for as little as $6 per hour and spread to other unspecified metro areas later this year. The cost users of the service face will include insurance and fuel.
The Maven announcement of comes just after two new mobility deals from GM earlier this month: a $500 million investment in ride-sharing company Lyft and the company's purchase of defunct ride-hailing company Sidecar.
"(Maven) is all part of a very comprehensive approach to what we're doing as we see the world changing", Ammann said.
Traditional automakers have been forced to realign their strategies as ride-sharing services become more popular and consumers anticipate self-driving technology from the likes of Tesla (NASDAQ:TSLA) and others. Daimler AG's Mercedes-Benz luxury brand has grouped its ride sharing and ride hailing ventures under the "Mercedesme" brand, which like GM's Maven aggregates a smartphone app, access to short- and longer-term rentals as well as access to taxis and mass transit. "The right vehicle and right mobility service for the right trip at the right time", said Julia Steyn, GM vice president, Urban Mobility Programs. GM plans to roll out a similar service in Chicago sometime this quarter, collaborating with the real estate firm Magellan Development.