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]