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GM gives Mr. Goodwrench a makeover; Update includes advertising, service centers, techs' uniforms.

Publication: Automotive News
Publication Date: 07-MAY-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: GM gives Mr. Goodwrench a makeover; Update includes advertising, service centers, techs' uniforms.(Service & Parts)(General Motors Corp.)

Article Excerpt
Byline: Laura Clark Geist

Goodwrench - General Motors' venerable dealership service brand - is getting a marketing overhaul. The update will affect the look of dealership service centers, technicians' uniforms, advertising and more.

Instead of promoting Goodwrench as a stand-alone brand, GM is using marketing and advertising campaigns to show how the service operation works closely with the company's vehicle divisions.

"We all grew up with Mr. Goodwrench, but it was time for a change,'' said Jim Moloney, general director of marketing for GM North America's Service and Parts Operations.

"Goodwrench was a national TV brand,'' Moloney told Automotive News. "But when you went to the point of...

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