汽车价格“红线”来了！市场监管总局出台重磅政策传递什么信号？

Core Viewpoint - The National Market Supervision Administration has drafted the "Automobile Industry Price Behavior Compliance Guidelines (Draft for Comments)" to maintain fair competition and protect the rights of consumers and operators, with feedback due by December 22, 2025 [1][4][29]. Group 1: General Principles - The guidelines aim to standardize price behavior in the automobile industry, ensuring fair competition and protecting the legal rights of consumers and operators [6]. - The guidelines apply to all price behaviors occurring during automobile production and new car sales within the People's Republic of China [6]. - Key principles include compliance with laws, transparency, equality, and social responsibility in the automotive sector [6]. Group 2: Price Behavior of Automobile Manufacturers - Automobile manufacturers are required to establish pricing strategies based on production costs and market demand, managing price behavior across the entire sales chain [7]. - Clear and defined rebate policies must be established between manufacturers and dealers, respecting the dealers' right to set prices [8]. - Price collusion among manufacturers or parts producers poses significant legal risks, including fixed pricing and price manipulation [9]. - Manufacturers must avoid pricing below production costs for anti-competitive purposes, as this also carries substantial legal risks [9][10]. Group 3: Price Behavior of Automobile Sales Enterprises - Sales enterprises must clearly display prices and related information, including vehicle specifications and delivery timelines [12]. - Promotional activities must comply with regulations, including clear communication of rules and conditions [14]. - Sales enterprises are prohibited from misleading consumers through deceptive pricing practices, including false comparisons and unfulfilled price commitments [17]. Group 4: Internal Compliance Management - Automobile manufacturers and sales enterprises are encouraged to establish internal price compliance management systems to oversee and coordinate compliance efforts [21]. - The guidelines outline six core mechanisms for internal compliance, including price decision-making and risk prevention [23][24]. - Continuous improvement and timely updates to compliance management systems are mandated to adapt to legal and regulatory changes [24].