But down the road, GM will likely regret giving Mr. Goodwrench a pink slip, and here’s why:
1. Mr. Goodwrench is an old, established brand. It took time and millions of dollars to build that name. To kill it is a waste of that time and money. A recognized brand name should be updated, not eliminated.
2. Mr. Goodwrench is recognized as an automotive repair and maintenance brand -- distinct from the new-vehicle brands in GM’s stable. Dealers operate out of protected sales and service areas. I would argue that their biggest competitors for the customer-pay work they crave aren’t same-make dealers but independent garages and chains like Jiffy Lube and Pep Boys.
In killing this brand, GM is firing a trusted master technician with many years under his belt. With the right promotion, Mr. Goodwrench could help GM dealers whip Manny, Moe and Jack.