China’s overseas auto guideline (商合函〔2026〕451): orderly pricing, no chaotic MSRP swings
MOFCOM/MIIT/SAMR guideline dated 24 Aug 2026 (published 1 Sep): 20 articles on overseas competition and compliance — cost-based pricing, clear trim MSRP ladders, respect dealer pricing rights, transparent promotions, localisation and data/IP rules.
商合函〔2026〕451 (*Guideline on Overseas Competitive Conduct and Compliance Construction in the Auto Industry*), issued 24 August 2026 by MOFCOM, MIIT and SAMR, published 1 September.
It is a soft guideline (reference for enterprises), not a customs tariff. Corridor-relevant points:
- Price on cost + host-market supply/demand; do not disrupt order for unfair advantage.
- Overseas MSRP ladders by trim should be clear; avoid frequent large swings that hurt buyers and brand.
- Country price gaps should reflect tax, logistics and local structure — not random dumping across neighbours.
- Respect dealer/agent pricing rights; incentives must be contracted and fulfilled.
- Transparent list prices; promotions must follow local law and custom.
- Localisation chapters cover safety, quality/aftersales, labour, connected-car data, IP and antitrust.
Desk takeaway: when a factory cuts FOB 8% twice in a month into the same Gulf/CA channel, ask whether the local MSRP story still matches 451’s “orderly pricing” language.
*Source: MOFCOM text +合作司解读, 1 Sep 2026.*