GM Goodwrench
Encyclopedia
GM Goodwrench is an auto repair service for General Motors
in Canada, and previously, the United States. In 2011, GM replaced Goodwrench in the US with separate Buick, Cadillac, Chevrolet, and GMC Certified Service brands.
, Buick
, Pontiac
, Oldsmobile
, Cadillac
and GMC brands.
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 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 remained an associate sponsor for the 2007 season. In 2008, after a 22 year partnership, GM Goodwrench ended sponsorship of Richard Childress Racing and NASCAR, as a result of budget cuts from General Motors.
In February 2011, General Motors phased out the Goodwrench brand in the United States, as it sought to focus its marketing efforts on its four brands. The Goodwrench name is still used for service in Canada.
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
in Canada, and previously, the United States. In 2011, GM replaced Goodwrench in the US with separate Buick, Cadillac, Chevrolet, and GMC Certified Service brands.
Background
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 ChevroletChevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
, Buick
Buick
Buick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
, Pontiac
Pontiac
Pontiac was an automobile brand that was established in 1926 as a companion make for General Motors' Oakland. Quickly overtaking its parent in popularity, it supplanted the Oakland brand entirely by 1933 and, for most of its life, became a companion make for Chevrolet. Pontiac was sold in the...
, Oldsmobile
Oldsmobile
Oldsmobile was a brand of American automobile produced for most of its existence by General Motors. It was founded by Ransom E. Olds in 1897. In its 107-year history, it produced 35.2 million cars, including at least 14 million built at its Lansing, Michigan factory...
, Cadillac
Cadillac
Cadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
and GMC brands.
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
Jay Leno
James Douglas Muir "Jay" Leno is an American stand-up comedian and television host.From 1992 to 2009, Leno was the host of NBC's The Tonight Show with Jay Leno. Beginning in September 2009, Leno started a primetime talk show, titled The Jay Leno Show, which aired weeknights at 10:00 p.m. ,...
included his portrayal of Mr. BadWrench, the Evil Twin of Mr. Goodwrench in his stand-up act; The NASA
NASA
The National Aeronautics and Space Administration is the agency of the United States government that is responsible for the nation's civilian space program and for aeronautics and aerospace research...
Space shuttle astronauts compared themselves to "Mr. Goodwrench" when they were fixing the Hubble space telescope
Hubble Space Telescope
The Hubble Space Telescope is a space telescope that was carried into orbit by a Space Shuttle in 1990 and remains in operation. A 2.4 meter aperture telescope in low Earth orbit, Hubble's four main instruments observe in the near ultraviolet, visible, and near infrared...
.
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
Richard Childress Racing
RCR Enterprises, LLC, doing business as Richard Childress Racing, is a NASCAR team based in Welcome, North Carolina, and is owned and operated by former driver Richard Childress...
in NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
. In 2006, they reduced their role, as the #29 car split sponsorship with Hershey's
Hershey's
Hershey's may refer to:* Hershey's, a nickname for The Hershey Company* Hershey's Ice Cream produced by Hershey Creamery Company* Hershey's Chocolate World, a theme-park/visitor-center facility...
. 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
Royal Dutch Shell
Royal Dutch Shell plc , commonly known as Shell, is a global oil and gas company headquartered in The Hague, Netherlands and with its registered office in London, United Kingdom. It is the fifth-largest company in the world according to a composite measure by Forbes magazine and one of the six...
taking over as the main sponsor for the #29 Richard Childress Racing Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
driven by Kevin Harvick
Kevin Harvick
Kevin Michael Harvick is an American stock car auto racing race car driver and car owner currently competing in the NASCAR Sprint Cup Series for Richard Childress Racing, driving the No. 29 Budweiser/Jimmy John's/Rheem/Okuma/Realtree Outdoors/Bad Boy Buggies Chevrolet Impala...
, .
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
Dale Earnhardt
Ralph Dale Earnhardt, Sr. was an American race car driver, best known for his involvement in stock car racing for NASCAR...
, 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 death
Death of Dale Earnhardt
Dale Earnhardt was an American race car driver who gained fame driving stock cars for NASCAR and winning seven championships. He was involved in a car accident during the last lap of the Daytona 500 at Daytona International Speedway on February 18, 2001. He was taken to Halifax Medical Center,...
on the last lap of the 2001 Daytona 500
Daytona 500
The Daytona 500 is a -long NASCAR Sprint Cup Series race held annually at the Daytona International Speedway in Daytona Beach, Florida. It is one of four restrictor plate races on the Cup schedule....
, RCR and Goodwrench moved the sponsorship from the trademark "3" car to #29, with Kevin Harvick as driver.
Goodwrench remained an associate sponsor for the 2007 season. In 2008, after a 22 year partnership, GM Goodwrench ended sponsorship of Richard Childress Racing and NASCAR, as a result of budget cuts from General Motors.
In February 2011, General Motors phased out the Goodwrench brand in the United States, as it sought to focus its marketing efforts on its four brands. The Goodwrench name is still used for service in Canada.