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 16,677.90 216.58 1.32%
Nasdaq 4,452.79 69.95 1.60%
S&P 500 1,950.82 23.71 1.23%
Treasuries 2.23 -0.04 -1.80%
Data as of 8:45am ET
Company Price Change % Change
Apple Inc 104.83 1.84 1.79%
Bank of America Corp... 16.60 0.20 1.22%
AT&T Inc 33.66 -0.84 -2.43%
Microsoft Corp 45.02 0.64 1.44%
Facebook Inc 80.04 1.67 2.13%
Data as of Oct 23

Sections

Regulators are about to reveal the results of an extensive health check of Europe's top 130 banks, indicating which may need a cash infusion. More

Using technology developed for the military and implemented in Iraq, schools have installed alarm systems that detect gunfire. More

Dressing up in crazy costumes, traveling the world, posing for photos -- and getting paid to do it. Here are journal entries from a day in the life of professional "cosplay" character, Linda Le. 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.