划定价格合规边界，汽车行业将告别“价格套路”

Core Viewpoint - The automotive industry is shifting from price competition to value competition, driven by the release of the "Automotive Industry Price Behavior Compliance Guidelines" by the National Market Supervision Administration, which aims to regulate pricing behaviors and promote healthy market development [3][4]. Group 1: Guidelines Overview - The "Guidelines" consist of five chapters and 28 articles, detailing pricing behavior norms for automotive production and sales enterprises [4]. - It emphasizes full-process price management, fair pricing constraints, and strict regulation of improper pricing behaviors, including price fraud and "involution" competition [4][5]. Group 2: Production Enterprises - The guidelines specify compliance requirements for pricing behaviors from vehicle production to sales, highlighting significant legal risks for practices aimed at excluding competitors or monopolizing the market [4][5]. - It is noted that the automotive industry is expected to achieve a profit of 461 billion yuan in 2025, with a sales profit margin of 4.1%, which remains lower than the average profit margin of 5.9% for downstream industrial enterprises [4]. Group 3: Sales Enterprises - The guidelines require automotive sales enterprises to clearly indicate vehicle information, sales prices, and service fees, prohibiting hidden charges and false promotions [5]. - Automotive trading platforms are also held accountable, ensuring they respect the pricing autonomy of enterprises and do not impose unreasonable restrictions [5][6]. Group 4: Market Impact - The guidelines promote a pricing principle based on costs and market orientation, curbing disorderly price wars and below-cost dumping [6]. - Experts suggest that the guidelines will alleviate operational pressures on dealers, enhance profit margins, and protect consumer rights, thereby boosting consumer confidence [6].