Several leading Chinese vehicle manufacturers have pledged to standardize their overseas pricing and promotional activities.
Following the release of the "Guidelines for Overseas Competition Behavior and Compliance Construction in the Automotive Industry" by the Ministry of Commerce, the Ministry of Industry and Information Technology, and the State Administration for Market Regulation on September 1st, a wave of automakers has publicly voiced its support. According to incomplete statistics, as of September 3rd, four major companies, including Byd Company Limited, Chery Automobile, Seres Group Co.,Ltd., and Geely Holding Group, have officially issued statements in response to the new rules.
The guidelines are designed to provide a framework for Chinese auto companies engaged in international operations, specifically targeting overseas market competition practices. They place particular emphasis on regulating pricing, promotional tactics, and marketing communications, while also setting compliance requirements for overseas production safety, quality management, labor protections, and data security. A key stipulation is that companies must establish pricing strategies based on cost fundamentals and guided by international market supply and demand. When setting suggested retail prices overseas, they should define clear price tiers to avoid harming overseas consumer interests and brand image through frequent or drastic price fluctuations. Furthermore, the guidelines call for a rational approach to price differentials between different countries and regions.
Looking at the timeline of responses, Byd Company Limited was the first to act, releasing a statement on September 2nd affirming its commitment to using the guidelines as a blueprint for action. The company stated it will continuously improve its comprehensive compliance management system for overseas operations, strengthen price management in foreign markets, and firmly uphold the principles of fair competition. Chery Automobile also issued a statement on the same day, pledging to adhere to the principles of "lawful compliance, fair competition, and mutual benefit." Chery promised to establish a scientific pricing system in overseas markets and regulate terminal prices and promotional activities. On September 3rd, Seres Group Co.,Ltd. published a declaration expressing its full support for the guidelines and its intention to further enhance its overseas business compliance systems. Geely Holding Group also released a statement on September 3rd, emphasizing that it will use stringent compliance standards to solidify its operational foundation and support the high-quality expansion of Chinese automobiles abroad.
Among these four automakers, three recorded overseas sales or exports exceeding 100,000 units in August. Chery Automobile led with 197,000 vehicles exported, followed by Byd Company Limited with 189,000 units sold overseas, and GEELY AUTO with over 110,000 vehicles exported. According to customs statistics, China exported 8.32 million vehicles in 2025, reaching more than 200 countries and regions. Chinese enterprises have now invested in automobile manufacturing in over 80 countries and territories.
As the Chinese automotive industry transitions from exporting products to exporting its entire industrial chain, overseas factory construction and localized operations are encountering more complex compliance demands in areas such as environmental protection, taxation, labor practices, and data localization. The era of rapid, aggressive expansion for Chinese automakers abroad is giving way to a new phase that balances encouraging growth with establishing orderly market standards.