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DFW GM Dealers Fire Mr. Goodwrench

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Whether your dream car is a lamborghini or a Chevrolet, you’ve probably heard of Mr. Goodwrench.  The name refers to GM’s used car certification, and it’s the latest casualty in GM’s restructuring.

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In the past, GM used the Goodwrench name to advertise cars and trucks that had been fully examined by GM mechanics.  Going forward, the used car certification will be brand specific.

Used car shoppers can expect to see names like “GMC Certified Service,” “Cadillac Certified Service, and “Chevrolet Certified Service.”

“Our No. 1 priority is providing a world-class ownership experience that creates positive long-lasting relationships with our customers,” GM’s vice president for customer care and after sales, Steve Hill told The Detroit News.

This is just the most recent in a series of big changes for the troubled American automaker.  GM has retired several brands like Hummer and Pontiac, and the company has laid off thousands of workers.

The company has also worked to revamp the image of its cars.  Recent ads have focused heavily on cost of ownership, touting reliability and gas mileage.  “Cost of ownership” refers to the expense of owning a vehicle over a period of years and includes things like fuel costs, the price of discount auto insurance, and monthly car payments.

GM hopes that the move away from Goodwrench will help consumers see the company as its individual brands.  The Goodwrench name has been part of advertising culture since the 1970s.

For 22 years, the Goodwrench brand was a sponsor for NASCAR, most notably gracing the car of famed driver Dale Earnhardt.

The brand has also had an important role in popular culture.  Jay Leno and other comedians have based performances on the brand, and the name “Goodwrench” actually became associated with anyone who can fix mechanical items.

This dilution of the brand image may be part of the decision to retire the name.  Mr. Goodwrench has gone through several different advertising campaigns over the years, but this new, more specific, direction may be more effective for ailing GM.

Fans will have until February 1, 2011 to say goodbye to the Mr. Goodwrench brand.

Kate Miller-Wilson is a professional freelance writer, who specializes in web content, editing, and technical writing.


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