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GM Goodwrench Getting The Long Kiss Goodnight

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On: Tue, Nov 9, 2010 at 12:52PM | By: John Welch


GM Goodwrench Getting The Long Kiss Goodnight

In another attempt to differentiate its brand images, GM will be axing the "GM Goodwrench Service Plus" branding it has used for its service arm since 1974. Originally introduced under the "Mr. Goodwrench" name, GM will split the former halo corporations' duties between its four brands, creating Chevrolet Certified Service, Cadillac Certified Service, Buick Certified Service, and GMC Certified Service in its place. Dale Earnhardt fans everywhere could be heard issuing a collective sigh of relief, as they can now rest assured that "Goodwrench" will never be resurrected on another, less worthy driver's stock car. The number "3" is a different story; Richard Childress have commissioned its use on more than one of his grandson's race cars.

Wait, what? I digress . . . “This is another part of the effort to clear out brand clutter,” a GM source said, though the brand will remain in Canada, where it still carries some sort of cachet. In the States, the brand will officially bite the dust February 1st, 2011. It seems that GM dealers have gone against the Mr. Goodwrench credo in recent years, failing to display signage touting "Service for all GM vehicles, at all GM dealerships, using nothing but GM certified replacement parts." The Goodwrench brand, obviously, has lost some of its sway.

Steve Hill, vice president and general manager, GM Customer Care and Aftersales, explains the new branding in a statement released this morning: “Certified Service supports GM's strategy to focus on the four brands—Chevrolet, Buick, GMC and Cadillac—and is a natural extension of the customer's vehicle purchase experience at the dealership.”

The name change does little to affect the bad rap GM service has earned over the years, needless to say their crappy cars. Here's hoping the recent improvements in product design and execution trickles down to the proverbial service department. The full press release can be found inside this post . . .

PRESS RELEASE: GM Announces Certified Service for Chevrolet, Buick, GMC and Cadillac Brands


2010-11-08

DETROIT, MI – As part of the initiative to better connect General Motors' brands with customers, Chevrolet, Buick, GMC and Cadillac will each receive its own Certified Service brand.

Chevrolet Certified Service, Buick Certified Service, GMC Certified Service and Cadillac Certified Service are being launched as part of a larger strategy by the company to strengthen the relationship between the customer and the four brands.

“Our number one priority is providing a world-class ownership experience that creates positive long-lasting relationships with our customers,” said Steve Hill, vice president and general manager, GM Customer Care and Aftersales. “Certified Service supports GM's strategy to focus on the four brands – Chevrolet, Buick, GMC and Cadillac -- and is a natural extension of the customer's vehicle purchase experience at the dealership.

"This is more than a name change -- it is a declaration of our commitment to our customers, with exclusive vehicle diagnostics and connectivity via OnStar, competitively priced services and parts, increased advisor and technician training, and working jointly with our dealers to focus on customer satisfaction."

Customers will continue to receive competitively priced service performed by trained experts who know their vehicles best at dealerships across the country. Service is an integral part of vehicle ownership, and customers who are satisfied with their service experience are much more likely to return to the dealership.

As an extension of this strategy, GM will phase out the Goodwrench brand name effective Feb. 1, 2011 in the United States.




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jeffw | 2:50PM (Tue, Nov 9, 2010)

I will miss him hope he finds work soon.



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