General Motors Customer Care and Aftersales division (CCA), announced yesterday that it will implement an Electronic Minimum Resale Price (eMRP) Policy in the U.S. for certain products, effective January 1, 2020. No specific information was included with the announcement, however the company said it will release details on the policy and the parts impacted on November 1.
According to the company, the new policy will cover only a limited number of parts and allows it to protect the overall brands, reputation, and image of GM, its dealers, and its business partners.
“GM is deeply focused on brand protection and this
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