GM Scraps Longstanding Goodwrench Brand for “Certified Service”
Starting today, GM dealership service departments will no longer use the Goodwrench brand name. It’s been replaced by the corporation’s new, brand-specific Certified Service initiative. That means Chevy dealers offers Chevrolet Certified Service, Buick dealers have Buick Certified Service, etc. GM says the idea behind Certified Service was to improve the service experience of customers, who have increasingly sought non-dealership service centers for repair work. Part of the Certified Service system includes a new pricing strategy that should make the dealerships more competitive with independent service centers. With luck, that will mean more competitive parts prices, too, which have long been among the top complaints of customers. The move also aligns with GM’s desire to strengthen the identities of its four remaining brands.