Mr. Goodwrench

General Motors Fires Mr. Goodwrench

On Tuesday, November 9, 2010, Mr. Goodwrench, trusted friend of the American driver, passed on, a victim of radical restructuring with attendant rebranding. The famed mechanic, a popular symbol for General Motors' dealer service departments, follows longtime companion Rusty Jones, aftermarket undercoating icon, who died of aggravated bankruptcy in 1988.

GM to Phase Out Goodwrench Brand

General Motors will phase out its Goodwrench maintenance brand in the United States as it seeks to focus marketing efforts on four key brands. Goodwrench, used by GM dealers to advertise maintenance and repairs for more than 30 years, will be replaced with brand-specific labels such as Chevrolet Certified Service and Buick Certified Service, The Detroit News said.