"Use of Substitute Engine Oils if
dexos is unavailable: In the event
that dexos approved engine oil is
not available at an oil change or for
maintaining proper oil level, you
may use substitute engine oil
displaying the API Starburst symbol
and of SAE 5W-30 viscosity grade.
Use of oils that do not meet the
dexos specification, however, may
result in reduced performance under
certain circumstances"
Recommended Fluids and Lubricants
Use only engine oil licensed to the dexos1 specfication, or equivalent,
of the proper SAE viscosity grade.
ILMA and the other industry groups laid out for the FTC how GM has engaged in deceptive practices with its marketing of dexos. The coalition said that GM is creating consumer confusion about their ability to choose an equivalent product without risking their warranty coverage. In an attempt to restrict sales of competing brands, they said that GM also falsely depicts competing brands of motor oil as inferior and potentially harmful to use even where those products meet dexos specifications. GM’s dexos website (
http://gmdexos.com/) states:
Don’t be fooled by oils with claims on the back labels such as "meets", "complies with" or "is approved for use with" the dexos™ specification. Lookalikes or unlicensed products that don’t display the dexos™ icon and trademark on the front label simply don’t comply with the high performance and quality standards of dexos™.
The coalition also pointed out to the FTC that GM is using language on its website, its owners’ manuals, and its marketing materials that deliberately attempts to mislead car owners into believing that using anything other than officially licensed dexos motor oil can damage their engines and void their warranty. Other examples from GM’s dexos website (
http://gmdexos.com/) state:
"dexos™ will be available at all GM dealerships starting in September 2010 and is required engine oil for GM vehicles starting with the 2011 model year.
Don’t take unnecessary risks with your power train warranty. Using engine oils other than dexos™ may result in damage to your engine that is not covered.
"These statements are creating confusion among consumers and pushing them into buying more expensive motor oil that is no better than less expensive alternatives made by ILMA members," Leiter commented. "The engines in GM’s 2011 cars are the same as last year, which run on ILSAC GF-4 oils."
Leiter added that it is apparent that consumers do not need to buy GM-licensed dexos motor oil to protect their engines when the automaker has given "exceptions" to large fleet accounts to keep using API-licensed products in their cars.
ILMA and the other industry groups provided the FTC with documents from GM fleet account executives, questioning why these large fleet customers get a "pass" on dexos, while consumers are told that dexos is required for their vehicles.
ILMA and the industry groups told the FTC that GM’s dexos marketing campaign is a direct effort, in violation of the Lanham Act, to pressure consumers into believing that motor oils meeting API and other industry specifications are inferior and will damage their engines. The coalition said the immediate impact of these deceptive practices is to increase costs to consumers and limit consumer choice.
T
he coalition also said this type of deceptive marketing violates provisions of the Magnusson-Moss Warranty Act, which prohibit companies from tying a warranty to the purchase of specific trademarked goods or services."
If the highlighted areas do not show that both GM consumers do not require DEXOS to satisfy warranty requirements and someone decided to use a preventive maintenance program as a revenue stream for GM.