In an effort to standardize pricing practices within the automobile sector, the State Administration for Market Regulation has formulated the Compliance Guide for Pricing Behavior in the Automobile Industry (Draft for Comment). As of December 12, 2025, the administration is inviting the public to submit their feedback on this draft. The primary objectives of the guide are to uphold a well - ordered market pricing environment, foster fair competition, protect the rights and interests of both consumers and business operators, and drive the high - quality development of the automobile industry.

Geographically, this guide pertains to pricing behaviors associated with automobile manufacturing and the sale of new vehicles within the national territory. It mandates that business entities strictly adhere to fundamental principles, with legal compliance being at the forefront. Moreover, it outlines specific behavioral norms covering various aspects such as pricing strategies, promotional activities, clear price labeling, fees for unlocking additional features (the so - called "pay - to - unlock" fees), and the provision of gifts that come with an extra cost.

In addition, the guide explicitly prohibits a range of anti - competitive pricing practices. These include price collusion, where competing businesses secretly agree on pricing strategies to manipulate the market; price discrimination, which involves charging different prices to different customers without a legitimate reason; and other unfair pricing tactics that could distort the market and harm consumers and legitimate businesses.