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China targets the value-driven market for autos with new pricing standards and safety standards

China published new guidelines on Thursday to regulate the 'pricing behavior' of the auto industry and outline draft safety standards. This is the latest attempt to curb price wars and protect the quality and value of the industry.

State Administration for Market Regulation introduced guidelines to combat practices like not displaying prices transparently, deceptive advertising, and automakers, suppliers and dealers who are involved in the production and sale of cars.

As part of its efforts to strengthen vehicle safety regulations, China's Ministry of Industry and Information Technology also released draft standards on automated driving systems, braking assistance systems and vehicle controls components.

The ministry said that ensuring public safety and improving social welfare "far exceeds the short-term costs?increases" for businesses.

China's auto sector, the largest in the world, is under increasing pressure. The?demand for cars this year will likely stagnate, while a price war that has lasted years will hurt profitability.

Chinese authorities began a "anti-involution campaign" in early 2025 to stop aggressive price reductions. The regulators intensified their crackdowns against alleged unfair pricing practices and misleading advertising. They also raised safety standards for battery tests and vehicle tests, in an effort to restore consumer trust.

Analysts from?Chinese industrial groups have praised these measures for refocusing the market away from price-based competition to value-based.

Cui Dongshu is the secretary-general of China Passenger Car Association. He said, "The new guidelines promote orderly competition and rational growth within?the industry whilst promoting high-quality development."

Li Yanwei is an analyst at the China Automobile Dealers Association. She says that the regulatory changes have led to a significant drop in losses in the auto industry in China in the second half of 2025.

(source: Reuters)