General Motors Co. is killing its storied Goodwrench brand as it strives to strengthen its marketing focus around its four core brands, the company said today.

Goodwrench, a familiar name that GM dealers used for more than three decades to advertise maintenance and repairs, will be replaced with more brand-specific labels, such as Chevrolet Certified Service, Buick Certified Service, Cadillac Certified Service and GMC Certified Service.

The move comes as GM's U.S. Marketing Vice President Joel Ewanick seeks to give each of its four brands — Chevrolet, Buick, Cadillac and GMC — more marketing heft, helping them to better stand out from the parent company. Having closed the Pontiac, Hummer, Saab and Saturn brands during bankruptcy, the automaker also has more money to spend on promoting its four remaining brands and will use it to boost TV advertising in pricier spots, such as during the Super Bowl.

Mr. Goodwrench, as it was once known, was first born in the mid-1970s to promote GM parts and service dealerships. The brand name was also a major sponsor of NASCAR racing and, for years, graced the exterior of Dale Earnhardt Jr.'s car.

"I'm sad to see him go," said Rick Alpern, general manager at Keyes Chevrolet in Van Nuys, Calif., of Mr. Goodwrench"But I think it's a bright move to separate out the General Motors label and give them more brand appeal," he said.

This isn't the first time GM has dialed down the Goodwrench name. It shelved the smiling Goodwrench character several years ago, hoping to find new ways to focus on the automaker's dealerships and services.

But Mr. Goodwrench made a comeback in 2003 in commercials featuring comedian Stephen Colbert.

GM sends Mr. Goodwrench packing
Associated Press • November 9, 2010 •

General Motors Co. is telling Mr. Goodwrench to pack up his toolbox.


The mechanic who served as the symbol of GM's dealer service brand for 37 years will be scrapped as of Feb. 1, 2011, in favor of "certified service" brands for each of GM's remaining four remaining nameplates, the company said.


GM dumped four brands as it went through bankruptcy protection last year and now sells only Chevrolet, Buick, GMC and Cadillac.


The company said in a statement that it is making the move to better connect the brands with their customers.


"This is more than a name chang--t is a declaration of our commitment to our customers," Steve Hill, vice president of customer care and after-sales services for GM, said in the statement.


The company said the change will come with increased service adviser and technician training and more work on customer satisfaction, with hopes that the customers will return to the dealers for service.


The Detroit automaker started the Goodwrench service brand in 1974.