Mr. Goodwrench Gone

Starting in February, the Goodwrench brand will be phased out by General Motors. The Goodwrench brand, also known as Mr. Goodwrench, is GM’s service sector image which was first used in 1974. The Goodwrench name can be found on dealership lots and signs throughout the country.

It was once thought to be a symbol of quality parts and service but GM now believes its image is too closely connected to the General and not connected enough to the core brands.

With fewer brands to manage, GM is hoping to individualize the service experience by having separate service brands for each of the remaining GM manicures.

I am not surprised by this move at all. GM does not want their logo or name near any of their products at this point. Consumers no longer see the GM brand as a sign of quality like they did when Mr. Goodwrench was first introduced. This follows a trend of differenciating and distancing the GM name from brands like Cadillac and GMC which are more respected. Several years ago, GM used to put a small badge on every car, no matter the brand, displaying the squared-off General Motors logo. They have gotten rid of these too now.

I support this move. With fewer brands to manage GM doesn’t need huge umbrella like dealerships or programs to service all products. Cadillac, Buick, Chevrolet and GMC can have their own programs and, more importantly, can distance their products from the GM name.


http://money.cnn.com/2010/11/09/autos/gm_goodwrench/index.htm