GM preparing to drop Goodwrench car mechanic brand in the United States

Article by Christian A., on November 9, 2010

Insiders say that as General Motors Co. attempts to redirect the marketing emphasis around its four core vehicle brands, it is getting rid of the GM Goodwrench car mechanic brand in the US. GM dealers had used the Goodwrench brand to promote vehicle repair and maintenance services.

But sources now say that it will be replaced by Chevrolet Certified Service, Cadillac Certified Service, Buick Certified Service and GMC Certified Service. One source who has knowledge of the new campaign said that GM marketing chief Joel Ewanick prefers that its vehicle brands, not corporate, would be the stars of GM. This covers service and repairs.

The source added that this is part of an effort to remove “brand clutter.” It’s likely that an official announcement would be made as early as this week.

Nonetheless, the Goodwrench name will remain in Canada. In an e-mail, GM spokeswoman Pam Flores shared that there are several new initiatives being considered that will give “excellent service” to customers for the entire life of the vehicle.

However, Flores declined to provide details of this approach. No comment was also given on whether there would be a name change. Mr. Goodwrench, which was launched in 1974, had been a household name when GM was a much bigger carmaker.

In the 1990s, the name was changed from Mr. Goodwrench to Goodwrench Service Plus. For many years, the brand was a major sponsor of NASCAR racing (including Dale Earnhardt Sr.'s car) but it ended its participation in 2007. [via autonews - sub. required]

Topics: gm, united states

If you liked the article, share on:

Comments

Recommended

New and improved 2018 Subaru Legacy comes packed with a number of upgraded features from the get go - from the exterior to the interior. And the company has finally...
by - June 23, 2017
In an interview involving Lamborghini CEO Stefano Domenicali and Automotive News, the topic about the Urus was thoroughly discussed. This super SUV is scheduled to make its debut later this...
by - June 23, 2017
Porsche definitely adores variety. You’ll see what we mean if you browse through the official company's website that shows a plethora of various 911 models. And now, the German marque...
by - June 23, 2017
2018 Ford Expedition is on its way to the market, and will be arriving at dealerships this fall. The all-new SUV will come with a new design, new EcoBoost engine,...
by - June 23, 2017
The 2018 Porsche 911 GT2 RS that made its debut not so long ago at the E3 video game expo in Los Angeles has already been sold out according to...
by - June 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries