China has introduced new guidelines for automakers competing overseas, setting expectations for pricing, promotions, brand marketing, data handling and localized operations as the country’s automotive industry expands internationally. The guidelines were jointly issued by China’s Ministry of Commerce, Ministry of Industry and Information Technology, and State Administration for Market Regulation, according to a notice posted on the commerce ministry’s website.
The document includes four chapters and 20 articles and is intended as general guidance for Chinese automotive companies operating abroad. It does not override the laws and policies of host countries or international organizations, which companies must still follow.
The guidelines advise automakers to base pricing on costs and international supply-demand conditions, while avoiding practices that could distort competition. When setting suggested retail prices overseas, companies are encouraged to create clear price tiers for different vehicle configurations and avoid frequent, sharp price changes that could affect consumers and harm brand reputation. The document also says automakers should respect the pricing autonomy of local dealers and agents, and clearly define the terms of any sales incentives. Prices, discounts, gifts and financing offers should be transparent and consistent with local business practices.
On brand promotion, the guidelines require companies to disclose information truthfully and completely, and to avoid false advertising that could mislead consumers.
The document also expands beyond sales and marketing to cover overseas production and localized operations. Companies are expected to strengthen workplace safety, quality management, after-sales service, labor protections and intellectual property safeguards. For connected-car and autonomous-driving businesses, firms must ensure that data collection, use, protection and cross-border transfer comply with applicable rules while protecting consumers’ personal information.
In addition, companies are urged to assess political, economic and industry risks in host countries and to avoid exporting products that do not fit local market conditions or operating environments.
The commerce ministry said the guidelines were introduced as Chinese companies have invested in automotive manufacturing in more than 80 countries and regions. China exported 8.32 million vehicles to more than 200 countries and regions in 2025. In the first seven months of 2026, China exported about 5.18 million passenger vehicles, including roughly 2.77 million new energy vehicles, according to China Passenger Car Association data. Passenger new energy vehicle exports reached 540,000 units in July, up 147.8% year over year.
The ministry said the guidelines are intended to support the coordinated overseas expansion of automakers, component suppliers and service networks as the industry shifts from product exports to broader supply chain internationalization.
Source: CNevPost
