China introduces new auto industry guidelines to end aggressive price wars
The Chinese market regulator issued new guidelines today to curb aggressive price wars. These rules target deceptive promotions and unfair sales practices.
Insights:
The State Administration for Market Regulation announced today, February 12, 2026, that it has released new guidelines to regulate pricing behavior in the auto industry. The primary objective of this national, sector-wide intervention is to curb ongoing price wars and prevent unfair competition among market participants.
The scope of the guidelines is extensive, applying to car makers, parts suppliers, dealers, and sales platforms involved in the production and sale of new vehicles in China 
CN. This includes a wide array of industry entities, ranging from manufacturers like XPeng Inc. to the digital platforms that host vehicle listings and sales.
CN. This includes a wide array of industry entities, ranging from manufacturers like XPeng Inc. to the digital platforms that host vehicle listings and sales.
