General Motors has announced it will no longer carry the Goodwrench name on its dealership service and repair program.
GM will be replacing the well known name with that of the brands they now carry. Customers will be receiving Chevrolet, Buick, GMC or Cadillac Certified Service instead.
Steve Hill, GM’s Vice President for North American Parts and Service, stated that the move was more than just changing a name. He said this was the companies way of showing its commitment to raise the bar on ownership for its customers.
The company has been working steadily to focus on and emphasize the four brands rather than the joint ownership they share. Removal of the Goodwrench name is just one more step in that goal as they send the service section’s focus into the specific brands.
The company will begin removing the Goodwrench name in February after decades of use in connection with GM. Mr. Goodwrench was first introduced in 1974. In the 1990s the Mr was dropped and the brand name changed to Goodwrench Service Plus. GM reintroduced the character in 2008 with a new, polished image.