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 17,010.57 27.98 0.16%
Nasdaq 4,458.54 13.63 0.31%
S&P 500 1,980.50 1.59 0.08%
Treasuries 2.48 -0.01 -0.32%
Data as of 12:54pm ET
Company Price Change % Change
Frontier Communicati... 6.61 0.67 11.28%
Windstream Holdings ... 11.77 1.24 11.78%
AT&T Inc 36.72 1.07 3.00%
CenturyLink Inc 38.97 1.26 3.34%
Apple Inc 98.58 -0.44 -0.44%
Data as of 12:39pm ET

Sections

UBS is the latest major bank to get sucked into a U.S. probe over 'dark pool' trading venues. More

New annual report from U.S. government shows the long-term prognosis for Medicare has improved thanks to slower health spending, while the outlook for Social Security remains unchanged. More

Amazon's new 3-D Printed Products store offers shoppers over 200 customizable items like toys, jewelry and home decorations. More

These niche sectors are attracting attention -- and, more importantly, money -- from small business lenders. More

Steve Mason, a pastor from California, inherited more than $100,000 in student loan debt when his 27-year-old daughter died suddenly in 2009. With interest and late penalties, the debt has since ballooned to $200,000. 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.