Mr. Goodwrench Wearing A Pink Slip

Mr. Goodwrench is on his way out the door.
The Detroit News is reporting as follows:

General Motors Co. is killing its storied Goodwrench brand in the United States as it strives to strengthen its marketing focus around its four core brands, the company said Monday.
Goodwrench, a familiar name used by GM dealers to advertise maintenance and repairs for more than three decades, will be replaced with more brand-specific labels, such as Chevrolet Certified Service, Buick Certified Service, Cadillac Certified Service and GMC Certified Service, GM said.
The Goodwrench brand will meet its end Feb. 1, 2011.
"Our No. 1 priority is providing a world-class ownership experience that creates positive long-lasting relationships with our customers," said Steve Hill, GM's vice president for customer care and after sales.
The move is the latest in a series of changes being led by GM's new U.S. marketing vice president Joel Ewanick as he seeks to give each of the four brands more marketing heft, helping them to better stand out from the parent company.

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