• Detroit News, Tuesday, November 9, 2010 10:36 AM

General Motors' Goodwrench brand will meet its formal demise Feb. 1, Christina Rogers reports, as it's replaced with more brand-specific labels such as Chevrolet Certified Service, Buick Certified Service, Cadillac Certified Service and GMC Certified Service.

If you detect a pattern there, the Certified Naming Scheme is in line with U.S. marketing vp Joel Ewanick's desire to have each of GM's remaining four brands better stand out from the parent company.

Mr. Goodwrench was born 38 years ago and was a major sponsor of NASCAR racing, including Dale Earnhardt Jr.'s fabled car. "I'm sad to see him go," Rick Alpern, gm at Keyes Chevrolet in Van Nuys, Calif., tells Rogers. "But I think it's a bright move to separate out the General Motors label and give each brand more appeal."

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