Dollar General in More Hot Water Over Branded Motor Oil

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Dolgencorp, LLC is the defendant in another proposed class action over its allegedly obsolete and potentially harmful Dollar General-brand motor oil. This latest case, filed in Vermont, echoes previous lawsuits in alleging the company’s sales tactics deceived and misled consumers into purchasing motor oil that could harm their vehicles. More specifically, the 25-page lawsuit claims Dollar General:

• Positioned its DG Auto brand of motor oils immediately next to pricier standard- and premium-quality brand name oils, thereby “implicitly marketing the motor oil as a lower priced equivalent motor oil suitable for modern cars; and
• Failed to properly warn consumers that DG Auto motor oil cannot be used in the vast majority of vehicles.

“The average consumer does not know that obsolete motor oils exist or what obsolete motor oil is, and would have no reason to check any small print on the back label or a motor oil container,” the case argues. “There is no suggestion on the front label or principal display panel that the consumer should check any small print on the back or that the DG Auto obsolete motor oil is different in kind and quality from the surrounding motor oils.”