General Motors has announced it will implement what it is calling an “Electronic Minimum Resale Price” policy for certain genuine GM parts and ACDelco parts.
The new policy, which will take effect on January 1st, 2020, will ensure GM dealerships and other third-party retailers are selling genuine GM parts and ACDelco parts at a certain set amount, which will be enforced electronically.
“GM is deeply focused on brand protection and this policy is intended to safeguard the reputation of our GM Genuine Parts and ACDelco parts customers and sellers,” GM customer care and aftersales general manager, Mark Drennan, said in a prepared statement. “The policy is set to ensure confidence in our products and services.”
This policy is meant to prevent dealers and retailers from attempting to undercut one another when selling GM or ACDelco branded parts. This practice, GM says, could lead to collision repairers and mechanics having reduced revenue, as they would be unable to sell repair parts at a profit.
Speaking to the Motor and Equipment Manufacturer’s Association (MEMA), GM spokesperson Christine Kunde said the new price policy “will be applicable to everyone selling parts online,” and not just GM dealers.
“(GM Customer Care and Aftersales) provides automotive parts and accessories that have become known for high quality, performance and safety,” the automaker said in the press release. “The new policy allows GM to protect the overall brands, reputation, and image of GM, its dealers, and its business partners.”
The automaker also said only a “limited number of parts” would be affected by the new policy, though it has yet to provide a full list of said parts. More details on the EMRP policy will become available on November 1st and will be posted to a dedicated landing page on ACDelco’s website. GM Authority will provide more details on the EMRP policy at that time.