Oct. 16, 2019—General Motors, through its Customer Care and Aftersales division (CCA), announced Tuesday that it will implement an Electronic Minimum Resale Price (eMRP) Policy in the U.S. for certain products, effective Jan. 1, 2020.

CCA provides automotive parts and accessories with reputable quality, performance and safety. The new policy allows GM 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 policy is intended to safeguard the reputation of our GM Genuine Parts and ACDelco parts customers and sellers,” said Mark Drennan, general director, GM CCA. “The policy is set to ensure confidence in our products and services.”

From Nov. 1, when the policy is issued to January 1, 2020, dealers and aftermarket sellers should familiarize themselves with the new policy, GM said. The policy will cover only a limited number of parts. More information and details on the policy will be posted to this eMRP site http://www.gmpartsemrp.com on Nov. 1.