New pricing rules will limit how low Chrysler, Dodge, Jeep and Ram dealers can advertise new vehicles, while leaving room to negotiate the final deal.
Stellantis dealers will face new minimum advertised pricing rules beginning Oct. 1, changing how Chrysler, Dodge, Jeep and Ram vehicles can be promoted online and in other advertising.
Under the automaker’s new Marketing Covenant, dealers cannot publicly advertise a vehicle below a set minimum price. For 2027 model-year vehicles, the dealer discount used in the advertised price generally cannot push the price below invoice, with a separate allowance for Ram light-duty trucks. The formula also accounts for MSRP, certain dealer add-ons and universal incentives.
The important distinction for dealers and shoppers: the advertised price is not the final transaction price. Dealers can still negotiate a lower price with a customer after contact. Conditional incentives, such as loyalty, military and first-responder offers, also remain separate from the advertised price.
The policy also changes digital advertising requirements. Beginning Oct. 1, Stellantis digital advertising reimbursement will flow through certified providers, while the new covenant establishes additional rules around dealer websites, paid search and advertising against other Stellantis dealers.
Some dealers see the change as a way to reduce misleading low-price advertising and shift competition toward the overall customer experience. Others have raised concerns that limiting advertised discounts could reduce online shopping traffic if inventory remains high.
For Stellantis dealers, the immediate task is making sure vehicle listings, websites, paid-search campaigns and other advertising are compliant before the Oct. 1 deadline.
