Insiders have revealed that General Motors will be dropping the GM Goodwrench car mechanic brand in the United States as it moves to redirect its marketing emphasis around its four core brands. The move comes as new GM marketing chief Joel Ewanick wants the brands, not corporate, to be the stars of the Detroit automaker.
The Goodwrench brand, which has been used GM dealers to promote vehicle repair and maintenance services, will be replaced by Buick Certified Service, Cadillac Certified Service, Chevrolet Certified Service and GMC Certified Service, the source said.
“This is another part of the effort to clear out brand clutter,” the source said.
An official announcement could come as early as this week. The Goodwrench name will continue on in Canada, the insider said.
– By: Omar Rana
Source: Automotive News (Subscription Required)