In fact, the hydraulic fluid is a prototype that’s not available yet, but will be published as a specification very soon, Fewkes told Lube Report. Another Dexron product, the dual-clutch transmission fluid, is unlikely to be needed commercially before 2015. Still, both are listed now as part of the Dexron branding program (along with a manual transmission fluid that is currently “under evaluation”) because GM is eager to leverage the brand and logo.

“Our idea was to cover everything that might come under the Dexron brand, even those products like the DCT fluid that we may not have in commercial use yet,” Fewkes explained. “As many know, we’ve been wrestling with the issue of unlicensed products that incorrectly use the Dexron name. We saw people using the Dexron brand on ATF that did not meet our specification. Instead, they’d say their product ‘meets Dexron’ or was ‘suitable for’ use in our transmissions. Often, these fraudulent products are more expensive as well as of lower quality than the real Dexron fluids.”

In recent years, GM Powertrain sent dozens of cease-and-desist letters to unlicensed marketers abusing the Dexron name, and has put more effort into defending the brand. “Our legal department has advised us that infringements of the Dexron brand and Dexron Approved logo can be considered fraud,” Fewkes said. “So now the tools are all in the box, we just need to use them.”

GM also is launching a public education effort, with a new website. The site offers information about Dexron ATF, describes the functions served by other Dexron driveline fluids, and has videos specifically targeted to service technicians, do-it-yourselfers and the do-it-for-me crowd. The site allows visitors to send questions to experts at the company, too.

“The general public as a rule has no idea how to buy the right fluid for their vehicles,” said Fewkes. “So that’s why we developed the website and the video. It shows the consumer how to buy the right fluid — what to look for, what the label should include, where to find the Dexron logo and the license number. And we tell them, if you pick up a product and you can’t find those things, put it back and get something else.”

The Dexron website links to the GM Powertrain site where a list of licensed products is maintained. That list has around 140 ATF products on it now, Fewkes pointed out, and about a dozen gear oils.

He hopes that these efforts will spur more lubricant marketers to obtain licenses, and prompt more of those already licensed to put the Dexron logo on their labels (which not all of them do).

General Motors itself no longer charges a fee for licensing the Dexron brand, Fewkes emphasized. “Everyone was upset about the licensing fee, so we did away with it.” Instead, the additive companies that formulate Dexron-compliant products are absorbing the program’s costs. Companies such as Afton Chemical and Infineum hold Dexron licenses, and in turn can issue sub-licenses for their customers’ products.

Very soon, he added, GM will stop designating Dexron ATF by Roman numerals, such as the current Dexron VI or the obsolete Dexron III. “All that goes away,” Fewkes said. “The only qualified Dexron ATF will be the one meeting our current specifications. Those will just be Dexron or Dexron HP (for high performance). No others.”

Marketers who wish to offer an approved hydraulic fluid or power steering fluid will follow the exact same steps as they do to license a Dexron ATF, Fewkes said. “They should approach us, and we’ll advise them of the specification. If they have a product they think qualifies, they can get the licensing forms from Rich Zampardo. Then the candidate product needs to be tested, with the results coming to GM to review. And then finally, if the product passes, we’ll issue a license for it.”

The new website for Dexron is www.gmdexron.com. GM Powertrain’s website, which includes the list of Dexron licenses, is www.gmpowertrain.com. Dexron licensing forms are handled by Rich Zampardo (rich.d.zampardo@gm.com) at GM Service and Parts Operation in Pontiac, Mich.