DETROIT (AP) — General Motors is asking Mr. Goodwrench to pack up his toolbox.
The mechanic who served as the symbol of GM's dealer service brand for 37 years will be scrapped as of Feb. 1 in favor of "certified service" brands for each of GM's remaining four remaining nameplates, the company said Tuesday.
GM dumped four brands as it went through bankruptcy protection last year and now sells only Chevrolet, Buick, GMC and Cadillac.
The company said in a statement that it is making the move to better connect the brands with their customers.
"This is more than a name change. It is a declaration of our commitment to our customers," Steve Hill, vice president of customer care and after-sales services for GM, said in the statement.
The company said the change will come with increased service adviser and technician training and more work on customer satisfaction, with hopes that the customers will return to the dealers for service.
The Detroit automaker started the Goodwrench service brand in 1974.