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GM planning to drop Goodwrench brand in the United States General Motors Co. is dropping the GM Goodwrench car service brand in the United States as the company moves to redirect the marketing emphasis around its four core vehicle brands, sources say.
The long-standing Goodwrench brand--used by GM dealers to promote vehicle repair and maintenance services--will be replaced by Chevrolet Certified Service, Cadillac Certified Service, Buick Certified Service and GMC Certified Service, the sources said.
GM marketing chief Joel Ewanick wants the vehicle brands, not corporate, to be the stars of GM, and that includes service and repairs, said one source familiar with the new campaign.
“This is another part of the effort to clear out brand clutter,” the source said.
An announcement could come as early as this week. The Goodwrench name will remain in Canada, the sources said.
GM spokeswoman Pam Flores declined to comment on a potential name change.
“We are constantly evaluating our approach to provide customers with excellent service throughout the life of their vehicle. We have a number of new initiatives under consideration but have no details to share at this time,” Flores said in an e-mail statement.
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