GM lays off Mr. Goodwrench

By Peter Valdes-Dapena, senior writer


NEW YORK (CNNMoney.com) -- General Motors has given the tall, hunky Mr. Goodwrench his walking papers, announcing it would drop the Goodwrench name on its dealership auto service and repair programs.

Instead, in more traditional fashion, dealership service customers will be treated to Chevrolet, Buick, GMC or Cadillac Certified Service.

"This is more than a name change, it is a declaration of our commitment to raise the bar on the ownership experience," said Steve Hill, GM's vice president for North American parts and service, in a statement.

The automaker has been working to put more emphasis on its remaining four automotive brands, and less on their common corporate ownership.

GM will begin phasing out the Goodwrench name in February. Mr. Goodwrench was first introduced back in 1974.

"He was originally a nerdy, '70s kind of guy," GM spokeswoman Pam Flores said.

"Mr." was dropped from Mr. Goodwrench in the 1990s, when the brand name changed Goodwrench Service Plus.

The Mr. Goodwrench character was re-introduced in 2008 with a more-polished, handsome image reflecting the modern nature of auto service, which now involves more technology and less grease, Flores said.

Recently, GM introduced an iPhone application that works with the automaker's OnStar branded remote services system. On the iPhone, the application will carry the badge of the owner's car brand -- Chevrolet or Buick, for instance -- alongside with a smaller OnStar badge.. To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Find Your Next Car
Index Last Change % Change
Dow 17,030.57 -67.88 -0.40%
Nasdaq 4,580.07 -0.20 -0.00%
S&P 500 1,996.45 -6.92 -0.35%
Treasuries 2.41 0.07 2.86%
Data as of 12:54pm ET
Company Price Change % Change
Apple Inc 103.45 0.95 0.93%
Bank of America Corp... 16.15 0.06 0.35%
Staples Inc 12.54 0.86 7.32%
Facebook Inc 76.05 1.23 1.64%
Intel Corp 34.54 -0.39 -1.10%
Data as of 12:39pm ET

Sections

The founding CEO of the Washington Post's big rival, Politico, will now be in charge of the Post More

Gas prices are falling to nearly $3 a gallon in some parts of South Carolina, and that will soon be common in much of the country. More

Microsoft is expected to begin showing off Windows 9's features later this month. Here are the expected changes you should be thrilled about. More

The Coolest Cooler is the most successful Kickstarter campaign in the site's history, raising $13.3 million from over 62,000 backers. More

A scam where fraudsters impersonate IRS agents has now stolen $5 million from taxpayers, and this woman - who lost her entire life savings -- is just one of its victims. More

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.