GRAND BLANC, Mich. -
General Motors has officially rolled out its new Certified Service program for its four core makes and it appears to have generated quite a positive response from the automaker’s dealer body. GM said that 93 percent of its dealer body has enrolled in the program, which replaces the previously used Goodwrench brand.
GM, of course, announced back in November that it would be discontinuing its Goodwrench and swapping out it for the Certified Service brands, effective at the start of this month.
Instead of the Goodwrench branding, each of GM’s four core makes now has their own service brand as follows: Chevrolet Certified Service, Buick Certified Service, Cadillac Certified Service and GMC Certified Service.
GM said that every Chevrolet, Buick, GMC and Cadillac store in the U.S. has the program available.
To get the word out, GM launched an ad campaign Tuesday and adjusted dealer service Web pages and the corporate consumer services website, as well. 
“The purchase of a vehicle is only a portion of the customer’s full experience with their vehicle, which they will drive for several years,” stated Steve Hill, GM North American vice president of customer care and aftersales. 
“For GM to fulfill its vision to design, build and sell the world’s best vehicles, we must provide a truly exceptional ownership experience from the first day of ownership until they buy their next vehicle from us,” he added. “Our customers expect and deserve this.”
Hill went on to emphasize that the new program is not just a “name change.” There is a “new service look and feel” to Certified Service, which will offer competitive prices, convenience and trained experts, officials said. Moreover, Certified Service will emphasize the total ownership experience, they noted.
“Certified Service brings together many of the necessary elements for creating positive, long-lasting relationships with our customers,” Hill explained. “It’s more than a name change — it’s a commitment from the highest levels of this company to provide superior treatment, convenience and value during every service visit.
“Exceptional customer care is everyone’s job at GM and our dealers, especially as newly launched vehicles — such as the Chevrolet Cruze and Volt — bring in more and diverse owners into the family,” he continued.
Advertisements, Branding Changes
Delving into the Certified Service ad campaign and other branding adjustments in more detail, GM noted that its ad efforts include two 30-second commercials to be aired on major network and cable TV channels throughout the country.
There is one commercial that details an oil change, four-tire rotation and 27-point inspection, while the other discusses the rebate on ACDelco Professional DuraStop ceramic brake pad.
On the dealership level, their service web pages now feature the Certified Service moniker. GM’s corporate consumer website is now www.mycertifiedservice.com. At that site, consumers can utilize service advice, service offers and informational videos.
During the year, GM also will be swapping out dealership signs and literature — among other branded items — to reflect the new service brands.
There will also be a new integrated sales and service field organization and new marketing efforts to help its dealer body. Officials said the marketing — utilizing such things as value pricing — aims to get customers to come back to the dealership to take care of their service needs.
Officials said Certified Service’s pricing strategy will be bolstered over the course of this year. Already it includes the following, according to officials:
—Prices that have been benchmarked against what competitors offer.
—Wider range of service and price options that owners can tailor to match their respective priorities and budgets.
 —Discounted pricing on key products and services.
—Tire price-match guarantee..
“By combining Certified Service with our industry-leading OnStar real-time onboard vehicle diagnostic capabilities and monthly email reports, our customers will have current information on the status of their vehicle’s operating condition and all the resources needed at their fingertips to conveniently manage their car care,” Hill shared.
“We want to make it a no-brainer for them to return to their dealership for all of their vehicle needs,” he added.