当前，汽车行业存在一些乱象，指南立足当前汽车行业发展实际，进一步明晰行为边界，统一监管规 则，引导汽车生产和销售企业依法合规经营，推动形成优质优价、良性竞争的市场秩序。 据新华社电 12日，市场监管总局发布《汽车行业价格行为合规指南》，进一步规范汽车行业价格行 为，促进汽车市场健康有序发展。 引导企业加强内部合规建设。鼓励汽车生产和销售企业建立内部价格合规管理机制，包括价格决策、销 售合同管理、内部监督、价格应急处置、风险防控及价格合规培训6项机制，实现价格行为全流程管 控。 指南主要包括—— 细化汽车生产企业价格行为规范。明确从整车到零部件生产、从定价策略到销售行为各环节的价格合规 要求。实行全流程价格管理，强化公平定价约束，规范促销与定价行为，依法打击不正当价格行为。 明确汽车销售企业价格行为要求。聚焦汽车新车销售环节，着力规范不按规定明码标价、虚假促销等突 出问题。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。 ...

《指南》共五章28条，主要包括以下内容。明确总体原则和要求。明确《指南》制定目的、依据和适用 范围，规定价格行为应遵循的基本原则，并鼓励行业协会加强自律，推动行业价格合规建设。 细化汽车生产企业价格行为规范。明确从整车到零部件生产、从定价策略到销售行为各环节的价格合规 要求。实行全流程价格管理，强化公平定价约束，规范促销与定价行为，依法打击不正当价格行为。 明确汽车销售企业价格行为要求。聚焦汽车新车销售环节，着力规范不按规定明码标价、虚假促销等突 出问题。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。 ● 本报记者 董添 2月12日，国家市场监督管理总局发布《汽车行业价格行为合规指南》，以进一步规范汽车行业价格行 为，促进汽车市场健康有序发展。 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。当前，汽车行业存在 不按规定明码标价、价格欺诈等违法行为，损害消费者和经营者利益，破坏公平竞争市场秩序，不利于 行业高质量发展。《指南》立足当前汽车行业发展实际，进一步明晰行为边界，统一监管规则，引导汽 车生产和销售企业依法合规经营，推动形成优质优价、良性竞争的市场秩序。 ...

Core Viewpoint - The announcement by Xiaomi Auto supports the "Guidelines for Compliance with Pricing Behavior in the Automotive Industry," which aims to regulate competition in the automotive sector and promote high-quality development [1] Group 1 - The National Market Supervision Administration released the "Guidelines for Compliance with Pricing Behavior in the Automotive Industry" on February 12 [1] - The guidelines are an important measure to ensure fair competition in the automotive industry and protect consumer rights [1] - The initiative encourages the industry to transition towards value creation focused on technology and quality [1]

Core Viewpoint - The announcement of the "Automotive Industry Price Behavior Compliance Guidelines" by the State Administration for Market Regulation aims to standardize pricing behaviors in the automotive industry, ensuring compliance with laws and regulations while promoting fair competition and consumer protection [1][3]. Group 1: General Principles - The guidelines are designed to maintain price order and fair competition in the automotive market, protecting the legitimate rights and interests of consumers and operators [5]. - Automotive production and sales enterprises must adhere to principles of legality, transparency, equality, and honesty in their pricing behaviors [6]. Group 2: Pricing Behavior of Automotive Manufacturers - Automotive manufacturers are required to establish pricing strategies based on production costs and market demand, implementing comprehensive price management across all sales and service channels [8]. - Manufacturers must respect the pricing autonomy of dealers and engage in fair trading practices [10]. - Significant legal risks are associated with price collusion among manufacturers, including fixed pricing and price manipulation [10][11]. Group 3: Pricing Behavior of Automotive Sales Enterprises - Automotive sales enterprises must clearly display prices, including vehicle names, sales prices, and specifications, in a prominent manner [14]. - Promotional activities must comply with regulations, including clear communication of promotional rules and accurate representation of discounts [17]. - Sales enterprises face legal risks for misleading pricing practices, such as using deceptive language or false comparative prices [18]. Group 4: Compliance Construction - Automotive enterprises are encouraged to establish internal price compliance management mechanisms to oversee and coordinate pricing practices [22]. - The guidelines suggest that enterprises should conduct regular risk assessments and provide compliance training to employees [23].

国家市场监督管理总局 公 告 2026年第10号 市场监管总局关于发布 《汽车行业价格行为合规指南》的公告 《汽车行业价格行为合规指南》已经2026年2月9日市场监管总局第3次局务会议通过，现予公告， 自发布之日起施行。 市场监管总局 2026年2月11日 汽车行业价格行为合规指南 第一章 总则 第八条 汽车整车生产企业要尊重经销商自主定价权，在合作中遵循公平交易、平等协商的原则。 第九条 汽车整车生产企业之间以及汽车零部件生产企业之间，实施下列价格串通行为存在重大法 律风险： 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，引导汽车生产和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 在中华人民共和国境内进行汽车生产、新车销售活动时发生的价格行为，适用本指南。 本指南中汽车生产企业主要指汽车整车生产企业以及零部件生产企业。汽车销售企业主要指汽车品 牌授权经销商、代理商以及汽车贸 ...

北京商报讯（记者 蔺雨葳）2月12日，市场监管总局发布《汽车行业价格行为合规指南》，进一步规范 汽车行业价格行为，促进汽车市场健康有序发展。指南共五章28条，包括细化汽车生产企业价格行为规 范、明确汽车销售企业价格行为要求等内容。 ...

Core Viewpoint - The State Administration for Market Regulation has released a draft guideline for compliance in automotive pricing behavior, aiming to unify regulatory rules and clarify legal boundaries for automotive production and sales enterprises [1][2]. Group 1: Pricing Behavior Guidelines for Automotive Manufacturers - The guideline specifies compliance requirements for pricing behavior from vehicle production to parts manufacturing, including pricing strategies and sales practices [1]. - It mandates a comprehensive pricing management system covering 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]. - It outlines measures to combat unfair pricing practices and prohibits price discrimination among operators under the same trading conditions [1]. - The guideline requires transparency in parts and functionality charges, ensuring consumers are informed about free periods and pricing standards for "pay-to-unlock" features [1]. Group 2: Pricing Behavior Requirements for Automotive Sales Enterprises - The guideline details requirements for clear pricing, mandating accurate representation of product and service information in physical and online sales platforms, and prohibits hidden charges [2]. - It regulates promotional activities, requiring clear public disclosure of promotional rules, durations, and conditions, as well as accurate information about gifts [2]. - The guideline specifies forms of price fraud, prohibiting misleading pricing, false price comparisons, and failure to honor price commitments [2]. - It encourages platforms to establish risk warning mechanisms for significantly low pricing, addressing both operational and consumer risks [2]. - The guideline regulates service charges, prohibiting practices such as charging without providing services, duplicate charges, and transferring charges [2].

Group 1 - The core viewpoint of the news is the release of the "Automotive Industry Pricing Behavior Compliance Guidelines (Draft for Public Consultation)" by the State Administration for Market Regulation to unify regulatory rules and clarify legal boundaries for automotive production and sales enterprises [1][2] Group 2 - The guidelines specify pricing behavior requirements for automotive sales enterprises, including the need for clear and accurate pricing information in physical and online platforms, and the prohibition of additional charges beyond the listed price [2] - The guidelines emphasize the need for transparent promotional practices, requiring clear public disclosure of promotional rules, terms, and conditions, as well as accurate information about gifts [2] - The guidelines detail forms of price fraud, explicitly prohibiting misleading pricing, false comparative pricing, and failure to honor pricing commitments [2] - A risk warning mechanism is encouraged, allowing platforms to alert consumers about significant low pricing behaviors [2] - The guidelines also regulate service charges, prohibiting practices such as charging without providing services, duplicate charges, and transferring charges to consumers [2]

Core Viewpoint - The article discusses the release of the "Automobile Industry Pricing Behavior Compliance Guidelines (Draft for Comments)" by the State Administration for Market Regulation, aimed at promoting fair competition and healthy development in the automotive industry [2][3]. Group 1: Industry Overview - The automotive industry has been experiencing severe "involution" competition, negatively impacting overall profitability and disrupting normal market order [2]. - The central government has emphasized the need for industry self-discipline to prevent malicious competition, with a series of measures being implemented to address disordered price competition [2]. Group 2: Guidelines for Automobile Manufacturers - The guidelines require automobile manufacturers to establish pricing strategies based on production costs and market demand, ensuring compliance across all pricing behaviors in vehicle sales and financial services [3]. - Manufacturers are prohibited from engaging in unfair price competition aimed at eliminating competitors or monopolizing the market, except for legally reducing prices on excess inventory [3]. Group 3: Guidelines for Automobile Dealers - Automobile sales enterprises must operate with integrity, avoiding deceptive pricing practices and ensuring clear pricing [4]. - Sales enterprises are also prohibited from engaging in unfair pricing behaviors aimed at excluding competitors or monopolizing the market, and must not sell below the cost price [4]. Group 4: Compliance and Risk Management - Companies are encouraged to establish robust internal pricing compliance management mechanisms to identify and mitigate pricing risks, thereby avoiding brand damage and customer loss [5]. - By focusing on compliance, companies can enhance consumer trust and maintain a fair competitive environment, ultimately promoting healthy industry development [5].

Core Viewpoint - The newly released guidelines aim to regulate pricing behaviors in the automotive industry, addressing issues such as price fraud and irrational competition, which disrupt market order and harm consumer rights [2][3]. Group 1: Guidelines Overview - The guidelines consist of five chapters and 28 articles, providing clear and comprehensive guidance for automotive production and sales enterprises to avoid legal violations in their operations [2]. - The guidelines highlight the importance of transparent pricing and the need for companies to establish internal compliance mechanisms to manage pricing risks effectively [7]. Group 2: Legal Risks for Automotive Enterprises - Automotive production companies face significant legal risks if they engage in pricing behaviors that aim to eliminate competition or monopolize the market, such as selling products below production costs [3][6]. - Automotive sales companies are required to clearly display prices and promotional information, ensuring that consumers are not misled by deceptive pricing practices [3][6]. Group 3: Industry Response - Multiple automotive companies, including BYD, Xpeng Motors, and BAIC Group, have expressed strong support for the guidelines, committing to enhance their pricing management and compliance systems [7][8]. - These companies emphasize the importance of maintaining consumer trust and promoting fair competition within the industry, aligning their operations with the new guidelines to foster high-quality development [7][8].