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Thread: GM to Phase Out Goodwrench Brand

  1. #1
    Vulture of The Western World Eric's Avatar
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    GM to Phase Out Goodwrench Brand

    DETROIT, Mich. – As part of an initiative to better connect General Motors’ brands with customers, the automaker has announced that Chevrolet, Buick, GMC and Cadillac will each receive its own Certified Service brand.

    Chevrolet Certified Service, Buick Certified Service, GMC Certified Service and Cadillac Certified Service are being launched as part of a larger strategy by the company to strengthen the relationship between the customer and the four brands.

    As an extension of this strategy, GM will phase out the Goodwrench brand name effective Feb. 1, 2011, in the United States.

    “Our No. 1 priority is providing a world-class ownership experience that creates positive long-lasting relationships with our customers,” said Steve Hill, vice president and general manager, GM Customer Care and Aftersales. “Certified Service supports GM’s strategy to focus on the four brands – Chevrolet, Buick, GMC and Cadillac – and is a natural extension of the customer’s vehicle purchase experience at the dealership.

    "This is more than a name change – it is a declaration of our commitment to our customers, with exclusive vehicle diagnostics and connectivity via OnStar, competitively priced services and parts, increased adviser and technician training, and working jointly with our dealers to focus on customer satisfaction," he added.

  2. #2
    What is this name switch going to do other than confuse consumers and cost GM money? All of the money spent on switching everything that has "Goodwrench" written on it to "Certified Service" could better be spent on revamping the current brand.

    Does GM think it's customers are that dumb?

  3. #3
    Vulture of The Western World Eric's Avatar
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    Quote Originally Posted by dieseleverything View Post
    What is this name switch going to do other than confuse consumers and cost GM money? All of the money spent on switching everything that has "Goodwrench" written on it to "Certified Service" could better be spent on revamping the current brand.

    Does GM think it's customers are that dumb?
    Yes, I think so.

    "Goodwrench" was an established, well-regarded trademark. Why ditch it in favor of "Buick certifiied" and so on? Especially since all GM cars share platforms, drivetrains and so on - meaning, "Buick certified" means nothing.

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    connectivity via OnStar
    You're looking at $20 - $30 a month for a redundant cell phone.

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