GM Names New Chief for Maven Mobility Unit

General Motors Co. has promoted company veteran Sigal Cordeiro to head its Maven personal mobility brand.

She succeeds Julia Steyn, who abruptly quit in late January. The Brazilian native most recently was director of global marketing for GEM, the global emerging markets program to replace current passenger car platforms worldwide and restore profitability for that market segment.

Cordeiro joined GM in 2000 and has held several jobs in global brand and product research and marketing since then.

At Maven, Cordeiro’s mission will be to “define the future of personal mobility” with new on-demand ride-sharing services. Launched in 2016, Maven began as a vehicle sharing business and expanded last year to include peer-to-peer car-sharing for owners of GM and non-GM vehicles.