GM’s Electronic Minimum Resale Price Policy Begins Jan. 1

Oct. 24, 2019

General Motors Co.’s (GM) new Electronic Minimum Resale Price (eMRP) policy in the U.S. for certain products goes into effect on Jan. 1, 2020.

GM’s Customer Care and Aftersales division (CCA) provides automotive parts and accessories. GM says the new policy allows it to protect its overall brands, reputation, image, dealers, and business partners.

“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,” says Mark Drennan, general director, GM CCA. “The policy is set to ensure confidence in our products and services.”

GM says that from Nov. 1, 2019, when the policy is issued to January 1, 2020, dealers and aftermarket sellers should familiarize themselves with the new policy.

The policy will cover only a limited number of parts.

More information and details on the policy will be posted to this eMRP site on Nov. 1.