General Motors announced Monday it will drop the Goodwrench service name in the U.S. and launch certified service brands for each of its four core brands.
The move is part of a larger strategy the company hopes will “strengthen” customer relationships between Buick, GMC, Chevrolet and Cadillac.
“Our number one priority is providing a world-class ownership experience that creates positive long-lasting relationships with our customers,” said Steve Hill, vice president and general manager, GM customer care and aftersales.
“Certified Service supports GM’s strategy to focus on the four brands – Chevrolet, Buick, GMC and Cadillac – and is a natural extension of the customer’s vehicle purchase experience at the dealership.”
The new initiatives will be branded Chevrolet Certified Service, Buick Certified Service, GMC Certified Service and Cadillac Certified Service. A phase out of the Goodwrench brand name will be effective Feb. 1 in the U.S.
No word from General Motors Canada if the same plan will be implemented in Canada.
The automaker says customers will continue to receive “competitively priced service” performed by trained experts who “know their vehicles best at dealerships across the country.”
“Service is an integral part of vehicle ownership, and customers who are satisfied with their service experience are much more likely to return to the dealership,” the company added.