MAKE/MODEL


YEAR


ARTICLES

-
www.flickr.com
This is a Flickr badge showing public photos and videos from cartype.com. Make your own badge here.
CT Broadcast
Cartype on Kindle
Cartype on Twitter

RSS RSS FEEDS

Subscribe to our web feeds:

 
 

GM's Mr. Goodwrench

GM Goodwrench is an auto repair service for General Motors.
Filed under:  Brand Related
 
Comment(s): 5
 
 

Goodwrench took to the national airwaves in 1977 as a way to market General Motors franchised dealers' service departments, replacing a patchwork of separate GM-divisional offerings. At the time, GM marketed vehicles in the US under the Chevrolet, Buick, Pontiac, Oldsmobile, Cadillac and GMC brands. GM will phase out the Goodwrench brand name effective February 1, 2011 in the United States.


mr goodureuch sig.gif

Mr. Goodwrench "Signature" logotype.

The Mr. Goodwrench program, as originally conceived, required each dealer to adhere to a set of service delivery standards: requiring high levels of factory training, parts on hand, and service department amenities. The program was backed with a national advertising campaign which featured the iconic Mr. Goodwrench, as the helpful mechanic who could fix whatever ailed your vehicle.

Through several iterations, the advertising campaign worked its way into the lexicon of Americana by becoming shorthand for someone who can fix things. For many years, Jay Leno included his portrayal of Mr. BadWrench, the Evil Twin of Mr. Goodwrench in his stand-up act; The NASA Space shuttle astronauts compared themselves to "Mr. Goodwrench" when they were fixing the Hubble space telescope.

Beginning in 1996, the brand was changed to become GM Goodwrench Service Plus, dropping the "Mr." and the human representations.

From 1988 until 2005, they were the primary sponsor for Richard Childress Racing in NASCAR. In 2006, they reduced their role, as the #29 car split sponsorship with Hershey's. On October 7, 2006, General Motors announced that it would step down as one of the longest running NASCAR title sponsors, with Royal Dutch Shell taking over as the main sponsor for the #29 Richard Childress Racing Chevrolet driven by Kevin Harvick.

With this change, GM's Service and Parts Operations closed a major chapter in NASCAR history. Since signing on with the Rookie of the Year Driver, Dale Earnhardt, as an associate sponsor in the early 1980s, and assuming title sponsor status for the 1988 season, Goodwrench was present in the winners circle for six of Earnhardt's seven Winston Cup wins.

Following Earnhardt's tragic death on the last lap of the 2001 Daytona 500, RCR and Goodwrench moved the sponsorship from the trademark "3" car to #29, with Kevin Harvick as driver.

Goodwrench will remain an associate sponsor for the 2007 season.


goodwrench type

Old Mr.Goodwrench logotype.

gm goodwrench old logo

Old Mr.Goodwrench logotype (with GM emblem).

gm goodwrench new1 logo

New Mr.Goodwrench logo.

gm goodwrench new2 logo

New Mr.Goodwrench logomark.

goodwrench brands

New Mr. Goodwrench logo (and GM brands).

goodwrench sign

To help ease the pain of this experience, Goodwrench introduced Mr. Goodwrench, a feel-good fella who assured you that your car would be in good hands and back on the road in no time. And through the 80s, Mr. Goodwrench did its job and more, entering the lexicon as someone that could fix anything, not just cars. Even, in a less flattering turn, Mr. Goodwrench became slang for men's private parts. During the early 90s, Mr. Goodwrench faded away. (source: Under Consideration).

goodwrench service racing

GM Mr. Goodwrench Serice Racing.

MR GOODWRENCH SIGNAGE
goodwrench dealersign

Mr Goodwrench dealer sign.

goodwrench spec

General Motors Dealer Identification signage system. (Offers ground mounted free standing lot signage on a ten year lease basis).

goodwrench spec2

General Motors Dealer Identification signage system.

RELATED ARTICLES
GM   
GM ads   
GM brochures   
GM Blue Sky : 2006   GM Wins First Place in Blue Sky Concept Design.
GM EV1 : 1997   The EV1 is one of the best electric cars ever made. 1996-1999.
GM birth   September 16, 1908.
GM's Top 10 Production Vehicles   
GM's Top 10 Concept Vehicles   
General Motors Explores Potential Sale of ACDelco   
GM October 2008 sales   Down 45 percent compared with a year ago.
GM facts and fiction   
GM Announces 2008 Global Sales of 8.35 Million Vehicles   
GM reaches agreement with Government.   Files for Chapter 11.
LINKS
Mr. Goodwrench   Official site.
 
 
COMMENTS
RON DAWSON2944 days ago

I HAVE TALKED TO SEVERAL GM DEALERS IN THE SERVICE AND BODY REPAIR DEPARTMENTS ON HOW TO GET THE DRAWER, UNDER THE CLIMATE CONTROLS AND ABOVE THE ASHTRAY, OUT. THEY HAVE PRIED AND TRIED, BUT NONE ARE ABLE TO GET IT OUT. ALSO, HOW DO YOU REPLACE THE BULB IN THE ASHTRAY ON THE FRONT DASH. THIS IS A 2004 LASABRE. I ALSO HAVE 3 FRIENDS WHO HAVE LASABRES AND NONE KNOW HOW TO DO THE ABOVE. CAN YOU HELP ME?

THANK YOU,

RON DAWSON
RONN53@AOL.COM

at2390 days ago

I had some basic maintenance services and car diagnosis done with goodwrench and they did a good job and the price was fair so I thought I had found a good Chevy dealer service shop.

ca2385 days ago

I heard a lot of good things with goodwrench repair shop. It was highly recommended dealership of GM.

Mich2378 days ago

Just saw a coupon for an oil change at the local GM dealership. Here is a line from it: "Up to 5 qts. Mr. Goodwrench Oil". Exactly what is Mr. Goodwrench oil?

Thomas1705 days ago

Mr. GoodWrench has a good run for those years. They were a reputable repair shop, and they were known to have great car parts with equally good service. A pity it had to be discontinued.

POST A COMMENT
Name
URL
Email
Comment
HTML tags allowed: <a> <em> <strong> <blockquote>
Spambots begone
ABOUT EDITORS CONTACT
-
Advertise on Cartype
-
Twitter Facebook Vimeo YouTube Flavors.me Flickr Kindle
-
-
Car Shipping Companies
Auto Transport Quotes
DIVIDER_large
-

CARTYPE STORE

Go Faster. The Graphic Design of Racing Cars. Cars That Matter Italian Racing Red Car Design Yearbook 1
-
-

NOTICE

Much of the material on this website is copyrighted. Original articles appearing herein are subject to copyright. Please don't copy stuff from the site without asking; it may belong to someone! Any trademarks appearing on this site are the sole property of the registered owners. No endorsement by trademark owners is to be construed. The products, brand names, characters, related slogans and indicia are or may by claimed as trademarks of their respective owners. Every effort has been made whenever possible to credit the sources. The use of such material falls under the Fair Use provisions of intellectual property laws.