General Motors has announced they will “rightsize”, ending a 36 year career in automotive repair for Mr. Goodwrench.
Introduced in the 1974, Mr. Goodwrench has been a symbol for superior automotive repair and maintenance service. However as the company continues to position itself in a new, leaner marketplace he has to go.
In a lighthearted announcement, a spokesperson said, “We wish Mr. Goodwrench the best of luck in his future endeavors.”
The move is to streamline the company’s marketing efforts. Absent the Goodwrench campaign, GM will be able to focus dollars on selling cars.
The campaign created an American icon, but automotive service center sales are more driven by the numbers of cars sold. Few people by a car based on a branded service center logo, according to a local GM dealer’s service manager, speaking under the condition of anonymity.
GM is rolling out new models in all brands, including the new Chevy Volt and and reintroduction of the Buick Regal, and marketing those specific models is now considered more important than the generic Goodwrench campaign.
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