Shell Lubricants is on the lookout for repair shops that are falsely advertising use of the company’s lubrication products but are using off-branded lubricants instead. The manufacturer stresses that this type false advertising is not only illegal, but it could also damage the vehicle being serviced.

“In some cases, if something’s off-spec, that could void the warranty,” says Elizabeth Boehm-Miller, growth manager for Shell Lubricants, adding that if a different brand or type of oil is used than advertised, it could also increase maintenance costs.

This quest for brand scofflaws is one component of the manufacturer’s current customer appreciation tour, an industrywide campaign to promote premium-branded oil and educate techs and consumers.

The focus of the Motor Oil Matters Tour is twofold: to combat the aforementioned use of off-brand or non-spec oil; and to educate consumers about the importance of using manufacturer-specified types of oil and its benefits to a vehicle’s longevity.

Shell also plans to launch a new Web site, motoroilmatters.org, to help in the effort. The site was under construction at press time.

Offending shops that advertise Pennzoil-Quaker State products but are using other brands are found through “field intelligence,” says Boehm-Miller, who adds that the next step in this process is typically the hiring of a private investigator, who obtains samples and confirms the offense by having the product laboratory-tested.

And if the product they’re pouring is not Pennzoil or Quaker State, the company will levy charges against the shop. “The fines are going to vary depending on which attributes we can prove,” she adds.

From there, the business in question could be charged with counterfeiting, deception or trade violations, she adds. “We’ve had several cases we’ve been involved in that have been favorably settled for Shell.”

Ultimately, the company is trying to protect the loyal installer that is using the right brands and types of motor oil, Boehm-Miller states.

“It’s really all about protecting consumers as well as loyal customers. If someone has a Pennzoil sign on their building, and they are indeed pouring something else, that’s hurting the loyal installer who’s doing the right thing. We want to make sure we’re protecting our loyal customers and of course the consumers, and of course our brand.”

The Motor Oil Matters Web site also is expected to include interactive educational activities, testimonials and tech tips for enthusiasts. Additionally, Shell has hired Alan Taylor, host of Car and Driver Radio, to help with the PR and media push.