近日，国家市场监督管理总局发布《关于规范汽车领域价格行为的指导意见（征求意见稿）》，旨在整治汽车行业存在的价格乱象，维护公平竞争秩序和消费者合法权益。该意见拟对汽车销售、维修、配件及售后服务等环节的价格行为进行全面规范，明确禁止价格欺诈、虚假折扣、捆绑销售、强制加价等不正当行为。近年来，随着汽车市场竞争加剧，部分经销商通过虚高原厂指导价再大幅打折、收取‘金融服务费’却不提供相应服务、强制搭售保险或装饰包等方式变相抬高购车成本，引发消费者广泛不满。此次新规强调明码标价、真实透明，并要求车企和经销商不得利用信息不对称误导消费者。此外，意见还鼓励行业协会制定自律公约，推动建立统一、公开的价格信息平台，提升行业整体诚信水平。市监局表示，将加大对违规行为的执法力度，对屡查屡犯的企业依法从严处罚。此举有望促进汽车市场健康有序发展，增强消费者信心，也为行业高质量发展营造良好环境。
Recently, China’s State Administration for Market Regulation (SAMR) released a draft ‘Guiding Opinions on Regulating Pricing Practices in the Automotive Sector’ for public comment, aiming to address pricing irregularities in the auto industry and protect fair competition and consumer rights. The draft proposes comprehensive rules governing pricing across vehicle sales, maintenance, spare parts, and after-sales services, explicitly prohibiting practices such as price fraud, false discounts, bundled sales, and forced markups.In recent years, intensifying competition has led some dealers to inflate manufacturers’ suggested retail prices only to offer steep ‘discounts,’ charge hidden ‘financial service fees’ without delivering corresponding services, or compel buyers to purchase insurance or accessory packages—effectively raising the real cost of vehicles and sparking widespread consumer complaints. The new guidelines emphasize clear, transparent pricing and forbid automakers and dealers from misleading consumers through information asymmetry.Additionally, the draft encourages industry associations to establish self-regulatory codes and promote unified, publicly accessible pricing platforms to enhance sector-wide integrity. SAMR stated it will strengthen enforcement and impose stricter penalties on repeat offenders. This move is expected to foster a healthier, more orderly automotive market, boost consumer confidence, and create a better environment for the industry’s high-quality development.
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