Xin Jing Bao·2025-12-15 03:59Core Viewpoint - The National Market Supervision Administration has released a draft guideline aimed at regulating price behaviors in the automotive industry, targeting false promotions and disguised price reductions, to promote price transparency and fair competition [1][4]. Group 1: Guidelines and Regulations - The guideline requires car manufacturers to establish a pricing strategy based on production costs and market demand, implementing full-chain price management across vehicle sales and financial services [2][4]. - It specifies that car sales must be clearly marked, prohibiting misleading pricing tactics such as false "manufacturer suggested retail prices" and "limited-time discounts" [3][4]. - The guideline aims to prevent price fraud, misleading pricing, and other unfair practices that disrupt market order and harm consumer rights [1][3][5]. Group 2: Industry Response - Major automotive companies like BYD, BAIC Group, and Xpeng Motors have expressed support for the guideline, committing to adhere to clear pricing and eliminate below-cost selling practices [8][9]. - BYD emphasized the guideline's role in maintaining fair competition and protecting consumer rights, pledging to optimize its pricing management and compliance systems [8][9]. - Xpeng Motors highlighted the importance of a healthy market environment for innovation, stating that the guideline will help refocus on value creation through technology, quality, and service [9]. Group 3: Market Context - The automotive industry has faced severe "involution" competition, leading to declining profitability and prompting regulatory bodies to signal a return to rational market development [6][7]. - The guideline is seen as a continuation of efforts to curb irrational price wars that have negatively impacted the health of the automotive supply chain [6][7]. - The China Automobile Dealers Association has noted that the guideline aims to stabilize retail market prices and enhance transparency in new car pricing [7].