Following up on a rumor yesterday, GM has officially canned Mr. Goodwrench in favor of four separate, individually branded service providers. The maintenance sub-brand will be closed on Feb.1, 2011. 

"Chevrolet Certified Service, Buick Certified Service, GMC Certified Service and Cadillac Certified Service are being launched as part of a larger strategy by the company to strengthen the relationship between the customer and the four brands." said GM in a statement.

And while initially this seems like a pointless exercise, it could turn out to be a positive for brand recognition and brand retention. Cadillac buyers want Cadillac service just as Lexus drivers want Lexus service and not Toyota service. It probably won't mean a lot for the Chevy and GMC folks, but for Buick and Cadillac, separating and renaming service departments with emphasis on their premium brand could, if the dealership experience reflects the brand, sell more people on the brand they bought and not simply the car they bought. Good intent or not, GM Goodwrench (formerly Mr. Goodwrench) joins Pontiac in the annals of forsaken GM brands.