市场监管总局发布《汽车行业价格行为合规指南》。其中提出，汽车销售企业利用以下虚假或者引人误 解的价格手段诱骗消费者，存在较大法律风险： （一）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； （二）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； （三）虚假标示"限时降价""清仓价"等，降价促销时标注的被比较价格高于同一 经营场所本次促销前七日内的最低成交价格； （四）以贷款购车、购买 保险等作为价格附加条件的， 未在交易前告知或未显著标示； （五）无正当理由拒绝履行或者不完全履行价格承诺，对汽车价格、 赠品价值、售后服务费用等作出承诺但未兑现； （六）通过低价宣传吸引消费者，实际无相关产品销 售； （七）通过积分、礼券、兑换券、代金券等折抵价款时，拒不按约定折抵价款。 ...

Core Viewpoint - The National Market Supervision Administration has released a draft guideline for the automotive industry to standardize pricing and promotional behaviors, aiming to unify regulatory rules and clarify legal boundaries for automotive manufacturers and sales enterprises [1][2] Group 1: Pricing Behavior Regulations - The guideline specifies compliance requirements for pricing behaviors of automotive manufacturers, covering all aspects from vehicle production to parts, including pricing strategies and sales behaviors [1] - It mandates a comprehensive pricing management system that encompasses the entire sales chain, including vehicle sales and financial services [1] - The guideline emphasizes the need for clear and contractual rebate policies, respecting the pricing autonomy of dealers [1] Group 2: Promotion and Pricing Practices - The guideline outlines requirements for automotive sales enterprises, including clear pricing display rules that differentiate between product prices and service prices, prohibiting additional charges [2] - It mandates the public disclosure of promotional rules, timelines, and conditions, as well as accurate information regarding promotional gifts [2] - The guideline prohibits misleading pricing practices, such as deceptive pricing, false comparative pricing, and failure to honor price commitments [2] Group 3: Consumer Protection and Fair Pricing - The guideline strengthens constraints on fair pricing, banning price discrimination among operators under the same transaction conditions and collusion between manufacturers and parts suppliers [1] - It requires transparency in service charges, prohibiting practices such as charging without providing services, duplicate charges, and transferring charges [2] - The guideline establishes a risk warning mechanism, encouraging platforms to alert consumers about significant low-price offers [2]

Group 1 - The core viewpoint of the article is that the National Market Supervision Administration has drafted the "Compliance Guidelines for Pricing Behavior in the Automotive Industry" to regulate pricing practices in the automotive sales sector [1] Group 2 - The draft emphasizes the need for clear pricing rules, requiring businesses to accurately display product and service information, and to distinctly separate vehicle prices from service charges, prohibiting any hidden fees [1] - It aims to standardize promotional activities by mandating clear disclosure of promotional rules, time limits, and conditions, as well as accurate information about any gifts offered [1] - The guidelines specify prohibited practices related to price fraud, including misleading pricing, false price comparisons, and failure to honor price commitments [1] - A risk warning mechanism is proposed to encourage platforms to alert consumers about significant low-price offers, highlighting both operational and consumer risks [1] - The guidelines also seek to regulate service charges, banning practices such as charging without providing services, double charging, and transferring fees [1]