“禁止亏本卖车”，价格猫腻要藏不住了

Core Viewpoint - The newly drafted "Automotive Industry Pricing Behavior Compliance Guidelines" by the State Administration for Market Regulation is a significant regulatory measure aimed at curbing price wars in the automotive sector, particularly prohibiting the sale of vehicles below production costs and mandating clear pricing and delivery terms [1][2]. Group 1: Pricing Regulations - The guidelines outline compliance requirements across various aspects of the automotive industry, from vehicle manufacturing to pricing strategies and sales behaviors [2]. - A key focus is the prohibition of selling vehicles below production costs, which is expected to end the ongoing price wars that have plagued the industry [3][4]. - The guidelines specify nine prohibited behaviors, including deceptive pricing practices and various forms of discounts that effectively lower prices below production costs [6]. Group 2: Impact on Market Dynamics - The guidelines are anticipated to lead to a decrease in consumer discounts as the industry adjusts to the new regulations, raising concerns about potential price increases for consumers [5]. - The compliance guidelines also extend to dealerships, which are similarly prohibited from selling below their purchase costs, thereby preventing unfair competition [8][9]. - The guidelines aim to enhance price transparency by eliminating hidden fees and requiring clear communication of pricing and delivery timelines to consumers [10][11]. Group 3: Industry Profitability and Consumer Behavior - The automotive industry has faced declining profit margins, with the sales profit rate dropping to 4.4% in 2025, indicating a challenging financial environment for manufacturers and dealers alike [14][16]. - The ongoing price wars have led to a significant increase in the number of discounted vehicle models, with the number rising from 50 in 2020 to 147 in 2024 [13]. - Consumer expectations regarding pricing have shifted, with a growing belief that lower prices may correlate with lower quality, leading to longer decision-making periods for purchases [19][20].