GM's new Goodwrench ads seek trust in dealer service

Halliday, Jean
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p20
Trade Publication
This article reports on the efforts of General Motors Corp. (GM) to relieve consumer anxiety about taking their automobiles into dealerships for Goodwrench Service Plus repairs or maintenance by launching TV and radio commercials that build an emotional trust for the brand. The advertisements from D'Arcy Masius Benton & Bowles tour dealers' care of customers and consumers' control of the experience. GM will also launch its first national service pricing in September 1999 with TV and radio advertisements. Those advertisements will complement the Goodwrench campaign. GM will advertise an oil change and lube for $19.99 or less; and replacement of front or rear brake pads or shoes for $99.99 or less.


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