明码标价、整治虚假促销、规范付费解锁 市场监管总局发布《汽车行业价格行为合规指南》

Core Viewpoint - The "Guidelines for Compliance with Pricing Behavior in the Automotive Industry" aims to regulate market pricing order, curb vicious competition, and protect the legitimate rights and interests of consumers and operators, promoting high-quality development in the automotive sector [3][4]. Group 1: Pricing Strategies and Compliance - Automotive manufacturers are required to establish pricing strategies based on production costs and market supply and demand, ensuring compliance across the entire pricing behavior chain [3][4]. - Clear rebate policies must be formulated and agreed upon with dealers in advance, respecting their autonomy in pricing and adhering to principles of fair trade and equal negotiation [3][4]. Group 2: Legal Risks in Pricing Behavior - Significant legal risks arise from price collusion among automotive manufacturers, including fixing or changing vehicle and component prices, and agreeing on uniform pricing standards [3][4]. - Manufacturers face legal risks if they implement pricing behaviors aimed at eliminating competition or monopolizing the market, such as selling below production costs or using deceptive practices to lower prices [4][7]. Group 3: Sales Practices and Consumer Protection - Automotive sales enterprises must clearly display vehicle information and actual prices, prohibiting additional charges not disclosed upfront [5][6]. - Misleading pricing tactics, such as using deceptive language or false comparisons, are subject to legal risks, emphasizing the need for transparency in promotional activities [6][7]. Group 4: Responsibilities of Sales Platforms - Automotive trading platforms are required to respect the pricing autonomy of operators and must not impose unreasonable restrictions or conditions on pricing [7][8]. - Platforms should provide timely risk warnings regarding unusually low pricing behaviors and cooperate with regulatory inspections [7]. Group 5: Internal Compliance Mechanisms - Automotive production and sales enterprises are encouraged to establish internal pricing compliance management mechanisms to coordinate and supervise pricing compliance efforts [8].