Core Viewpoint - The National Market Supervision Administration has publicly solicited opinions on the "Guidelines for Compliance with Pricing Behavior in the Automotive Industry" to promote fair competition and protect consumer rights in the automotive sector [1]. Group 1: Company Responses - BYD Auto expressed support for the guidelines, stating that they provide clear guidance for maintaining fair competition and protecting consumer rights, while also promoting sustainable development in the supply chain [3]. - BYD committed to optimizing its pricing management and compliance system in accordance with the guidelines, ensuring consumer interests are protected and eliminating any form of price fraud and unfair competition [5]. - XPeng Motors announced it would use the guidelines as a reference to enhance its pricing management and compliance system, ensuring transparency and adherence to fair pricing principles [5]. - BAIC Group declared its support for the guidelines, emphasizing its commitment to lawful operations and the establishment of a comprehensive pricing compliance management system [5].

Core Viewpoint - The National Market Supervision Administration released the "Guidelines for Compliance of Pricing Behavior in the Automotive Industry (Draft for Comments)", aiming to regulate pricing behaviors of automotive manufacturers and prevent unfair competition practices [2][3]. Group 1: Pricing Behavior Regulations - The guidelines consist of five chapters and 28 articles, focusing on detailing pricing behavior norms for automotive manufacturers, clarifying pricing behavior requirements for sales enterprises, and guiding the establishment of internal compliance management systems [3]. - It emphasizes full-process price management, requiring a comprehensive pricing management system covering vehicle sales and financial services [3]. - The guidelines prohibit price discrimination among operators under the same transaction conditions and ban price collusion between manufacturers and parts suppliers [3]. Group 2: Sales Enterprise Requirements - The guidelines address issues in new car sales, such as improper pricing and false promotions, mandating accurate price displays and clear promotional rules [4]. - It specifies that promotional rules, terms, and conditions must be prominently displayed, and misleading pricing practices are strictly prohibited [4]. - A risk warning mechanism is encouraged to alert consumers about significantly low prices, ensuring transparency in service charges [4]. Group 3: Internal Compliance Management - The guidelines encourage automotive enterprises to establish a systematic internal pricing compliance management framework to prevent pricing violations from the source [5]. - It outlines six core mechanisms for internal compliance, including price decision-making and risk prevention [5]. - Companies are required to clarify internal responsibilities and update their systems in response to legal and policy changes to ensure effective implementation [5]. Group 4: Industry Response - The China Automotive Industry Association and the China Automobile Circulation Association responded positively, stating that the guidelines provide clear guidance to avoid legal risks and promote compliance [5][6]. - Industry organizations highlighted the importance of collaboration among manufacturers, dealers, regulatory bodies, and consumers to ensure effective execution of the guidelines [6]. - Major automotive companies like BYD, BAIC Group, and Xpeng Motors expressed their commitment to optimizing pricing management and compliance systems in line with the guidelines [6][7].

Group 1 - The National Market Supervision Administration has drafted the "Guidelines for Compliance of Pricing Behavior in the Automotive Industry" to standardize pricing practices in the automotive sector and is currently seeking public feedback [1][21] - The guidelines consist of five chapters and 28 articles, outlining principles, requirements, and specific pricing behavior norms for automotive manufacturers and sales enterprises [3][21] - The guidelines encourage industry associations to enhance self-discipline and promote compliance in pricing practices [3] Group 2 - The guidelines specify that automotive manufacturers must implement comprehensive pricing management covering all aspects from vehicle sales to financial services [3][21] - It emphasizes the need for clear and transparent promotional and pricing behaviors, including well-defined rebate policies and respect for dealers' pricing autonomy [4][21] - The guidelines also detail the prohibition of unfair pricing practices, such as price discrimination and collusion among manufacturers and parts suppliers [6][21] Group 3 - Automotive sales enterprises are required to ensure clear pricing, avoiding misleading promotions and ensuring that all pricing information is accurately displayed [8][22] - The guidelines mandate that sales enterprises must not engage in deceptive pricing practices, such as false advertising or misleading comparisons [11][22] - A risk warning mechanism is encouraged to alert consumers about significant price reductions and associated risks [12][22] Group 4 - The guidelines advocate for the establishment of internal compliance management systems within automotive companies to prevent pricing violations [15][21] - It outlines six core mechanisms for internal compliance, including pricing decision-making and risk prevention [17][21] - Continuous improvement and execution of compliance measures are emphasized to adapt to legal and policy changes [18][21] Group 5 - Major automotive companies like BYD, BAIC Group, and XPeng Motors have expressed strong support for the guidelines, committing to enhance their pricing management and compliance systems [23][24][27] - These companies aim to ensure fair competition, transparency in pricing, and protection of consumer rights while fostering a collaborative industry environment [24][27]

【#多家车企响应价格行为合规指南#】#比亚迪表态杜绝不正当价格竞争行为##小鹏表态杜绝不正当价 格竞争行为##北汽表态严守公平竞争原则# 12月12日，多家车企发文响应《汽车行业价格行为合规指南 （征求意见稿）》。 比亚迪表态，积极响应《汽车行业价格行为合规指南（征求意见稿）》。国家市场监督管理总局12日发 布《汽车行业价格行为合规指南（征求意见稿）》（以下简称《指南》）公开征求意见。《指南》从汽 车生产企业价格行为、销售企业价格行为、制度建设等方面，为维护汽车行业公平竞争秩序，保障消费 者合法权益，促进产业链供应链健康可持续发展提供了明晰指引。比亚迪表示，承诺将严格落实规范价 格竞争行为的要求，保障消费者的利益，坚决杜绝任何形式的价格欺诈和不正当竞争行为。积极发挥行 业示范引领作用，与全行业同仁携手共进，筑牢行业合规经营秩序，推动构建协作共赢发展生态，助力 汽车产业高质量发展。 小鹏汽车发布关于支持《汽车行业价格行为合规指南》的声明。小鹏汽车表示，全面审视并持续优化自 身的价格管理与合规体系，确保从产品定价到销售服务的每一个环节都更加透明、规范。承诺将严格遵 守明码标价原则，保障消费者的知情权与选择权，坚决 ...

2025.12. 12 本文字数：836，阅读时长大约2分钟 监管还表示，用虚假或者引人误解的价格手段诱骗消费者的行为，存在较大法律风险。比如使用欺骗 性、误导性的语言、文字、数字、图片或者视频等标示价格以及其他价格信息，使用虚假的"市场 价""厂商指导价""市场参考价"等被比较价格进行宣传，虚假标示"限时降价""清仓价"等，以及"以 贷款购车、购买保险等作为交易附加条件的，未在交易前告知或未显著标示"等行为。 微信编辑 | 小羊 第 一 财 经 持 续 追 踪 财 经 热 点 。 若 您 掌 握 公 司 动 态 、 行 业 趋 势 、 金 融 事 件 等 有 价 值 的 线 索 ， 欢 迎 提 供 。 专 用 邮 箱 ： bianjibu@yicai.com （注：我们会对线索进行核实。您的隐私将严格保密。） 推荐阅读 作者 | 第一财经 徐艺航 12月12日，国家市场监督管理总局就《汽车行业价格行为合规指南（征求意见稿）》（下称"意见 稿"）公开征求意见。 意见稿第十四条提到，汽车销售企业销售商品或者提供服务应按规定进行明码标价。有可选配件的， 要标明可选配件的名称、价格、规格、产地等内容。不能现场交付车 ...

事关汽车价格，国家出手了。 为规范汽车行业价格行为，国家市场监督管理总局研究起草了《汽车行业价格行为合规指南（征求意见 稿）》，细化了汽车生产企业价格行为规范，明确了从整车到零配件生产、从定价策略到销售行为各环节的价 格合规要求。 另外，为落实《中华人民共和国广告法》规定，进一步完善广告监管制度，针对当前广告市场反映比较集中的 利用在广告中引用第三方报告，批量制造细分领域"行业第一"、加剧行业"内卷"，以及利用"大字吸睛，小字 免责"方式，对"内卷式"竞争"推波助澜"等问题，市场监管总局还起草了《广告引证内容执法指南（征求意见 稿）》，以进一步规范市场监管部门广告引证内容监管工作，引导和帮助广告活动主体提升广告引证内容合规 能力。现向社会公开征求意见，欢迎各有关单位和公众研提意见，并于2026年1月12日前反馈市场监管总局。 市场监管总局重磅发布 12月12日，据国家市场监督管理总局网站消息，为规范汽车行业价格行为，国家市场监督管理总局研究起草了 《汽车行业价格行为合规指南（征求意见稿）》（以下简称《指南》），现向社会公开征求意见。 （七）通过多给数量等方式，变相降低价格，使实际出厂价格低于其生产成本； 《指 ...

汽车经销商作为流通核心载体，长期面临"以产定销"的压库压力、复杂滞后的返利政策等经营困境。 《指南》强调生产企业应尊重经销商自主定价权，以合同明确返利政策，禁止强制压库与不合理考核， 将从源头理顺产销关系，减轻经销商负担，让渠道资源更多投入用户服务与体验提升。 中国汽车工业协会方面对《指南》的出台表示，合法、合规是企业经营必须坚守的底线。汽车生产和销 售企业应建立完善的内部价格合规管理机制，积极开展价格风险识别与预警，自觉规范非理性竞争，这 不仅能有效避免企业因价格违规导致品牌受损、客户流失等问题，帮助企业树立诚信经营的良好形象， 还能增强消费者对企业品牌的信任度，在维护好消费者权益的同时，推动汽车生产企业将关注重点放在 品牌、产品及服务上，从而维护公平竞争环境，促进行业健康发展。 我国汽车产业在转型升级中稳步前行，但"内卷式"竞争引发的无序价格战已成为行业健康发展的瓶颈。 据统计，2025年上半年，汽车经销商亏损比例上升至52.6%，74.4%的汽车经销商有不同程度的价格倒 挂。严重的价格倒挂，可能导致服务缩水、售后减配等问题，最终损害消费者权益。对此，中国汽车流 通协会方面表示，出台《指南》是监管部门精准 ...

剑指"大字吸睛，小字免责"，市场监督总局出手！ 12月12日，市场监督总局发布公告，就《汽车行业价格行为合规指南（征求意见稿）》公开征求意见。 在起草背景中，市场监督总局表示汽车产业是国民经济的重要支柱，产业链长、覆盖面广、与消费者生 活密切相关。近年来，随着汽车市场尤其是新能源汽车市场的快速发展，新型商业模式不断涌现，价格 行为也日趋复杂。实践中，汽车生产销售领域存在价格标示不规范、价格欺诈、价格串通、非理性竞争 等行为，严重扰乱了市场秩序，侵害了消费者和经营者的合法权益，不利于汽车行业高质量发展。为统 一监管规则，明确法律边界，引导各汽车生产销售企业依法合规经营。 市场监督总局表示针对当前广告市场反映比较集中的利用在广告中引用第三方报告，批量制造细分领 域"行业第一"、加剧行业"内卷"，以及利用"大字吸睛，小字免责"方式，对"内卷式"竞争"推波助澜"等 问题，市场监管总局起草了《广告引证内容执法指南（征求意见稿）》，以进一步规范市场监管部门广 告引证内容监管工作，引导和帮助广告活动主体提升广告引证内容合规能力。 征求意见稿提出，汽车生产企业除了依法降价处理积压商品外，以排挤竞争对手或者独占市场为目的实 施 ...

智通财经APP获悉，12月12日，国家市场监督管理总局就《汽车行业价格行为合规指南（征求意见 稿）》公开征求意见。聚焦汽车新车销售环节，着力规范未按规定明码标价、虚假促销等突出问题。一 是细化明码标价规则，要求经营场所及网络平台真实、准确标示商品和服务信息，严格区分汽车产品价 格与销售服务价格，严禁价外加价。二是规范促销行为，要求显著公示促销规则、期限及限制条件，如 实标明赠品信息。三是细化价格欺诈形式，明确禁止误导性标价、虚假比较价格、不履行价格承诺等行 为。四是建立风险提示机制，鼓励平台对显著低价行为进行经营风险和消费风险双向提示。五是规范服 务收费，严禁只收费不服务、重复收费、转嫁收费等行为。 原文如下： 汽车行业价格行为合规指南（征求意见稿） 第一章 总则 第一条 为进一步规范汽车行业价格行为，维护汽车市场价格秩序和公平竞争，保障消费者和经营者的 合法权益，引导汽车生产销售企业加强价格合规建设，促进行业高质量发展，根据《中华人民共和国价 格法》《价格违法行为行政处罚规定》《明码标价和禁止价格欺诈规定》《关于制止低价倾销行为的规 定》《规范促销行为暂行规定》等法律法规规章，制定本指南。 第二条 在中华人 ...