GM To Drop Its Mr. Goodwrench Brand
Good-bye, Mr. Goodwrench. General Motors plans to drop its Goodwrench brand on February 1st in an effort to emphasize its four U.S. brands.
The decision to drop the 36-year-old Goodwrench label is the latest in GM's quest to emphasize its core brands and keep their marketing from overlapping.
GM will market its service departments using the names Chevrolet Certified Service, Buick Certified Service, GMC Certified Service and Cadillac Certified Service.
GM plans to outline its plan in a dealer broadcast on Wednesday.
The decision to drop the 36-year-old Goodwrench label is the latest in GM's quest to emphasize its core brands and keep their marketing from overlapping.
As part of its restructuring, GM canceled Pontiac, Hummer and Saturn and sold Saab to give its remaining four brands more resources and clarity in positioning.
Advertising agency Leo Burnett handles the Goodwrench account, along with ads for Buick and GMC.
GM says Leo Burnett will keep the advertising account for the service department business.
The trade journal Automotive News first reported the Goodwrench cancellation.
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