Stellantis MAAP Pricing: What Chrysler, Dodge, Jeep and Ram Dealers Need to Know
Starting October 1, 2026, Stellantis dealers will see major changes to the way new Chrysler, Dodge, Jeep and Ram vehicles can be advertised.
The new Stellantis Marketing Covenant brings Minimum Allowable Advertised Pricing, or MAAP, into the mix along with updated requirements for dealer websites, digital advertising and compliance. The goal is to create a more consistent advertised price for shoppers across the Stellantis dealer network.
For dealers, this means the way vehicles are priced and promoted online needs a closer look before the new rules take effect.
What Is MAAP Pricing?
MAAP stands for Minimum Allowable Advertised Pricing. In simple terms, it establishes a minimum price that a dealer can advertise for a vehicle.
The important distinction is that MAAP applies to the advertised price. It does not set the final transaction price between the dealership and the customer.
Under the new Stellantis framework, the advertised price is based on a specific formula that considers MSRP, certain dealer add-ons, accessories, a limited market adjustment, dealer discounts and universal incentives. Conditional incentives, such as military, first responder or loyalty offers, are handled separately from the main advertised price.
That means a dealer cannot simply advertise a vehicle at a deeply discounted price and then explain later that the customer has to qualify for several special programs to actually receive it.
The advertised price needs to represent an offer that is available to every customer.
How Should Dealers Advertise MAAP Pricing Online?
The biggest mistake would be treating MAAP as a change that only affects vehicle detail pages.
Pricing appears everywhere in a dealership’s digital marketing. It can show up on the dealership website, search ads, social media, email campaigns, third-party inventory sites and other online listings.
Those channels all need to be reviewed.
Website and Vehicle Listings
Your website should display the correct advertised price for each vehicle, and the same pricing needs to carry through to inventory listings and other areas of the site where a customer may see a vehicle offer.
Dealers should also review how pricing appears on homepage promotions, special offers and other landing pages.
Paid Search
Paid search requires special attention because pricing can appear directly in ad copy, promotions and landing pages.
Dealers also need to review their keyword strategies. The new requirements include restrictions around advertising against another Stellantis dealer’s DBA name. Broad keyword matching can also create situations where an ad appears for a competitor’s dealership name without the advertiser intentionally targeting it.
This is a good reason to review search campaigns before October 1 instead of waiting for an issue to appear.
Social Media and Email Marketing Tips
The same approach applies to social media and email marketing.
If a dealership posts a vehicle with a specific price, that price needs to follow the new advertising requirements. The same applies when pricing is included in an email promotion or other customer-facing communication.
Dealers should also remember that the rules can extend beyond campaigns submitted for advertising reimbursement. According to reporting on the new covenant, Stellantis can hold dealers accountable for advertising connected to their dealership, including activity handled by vendors and employees.
What Dealers Need to Know Before October 1
The first step is to understand where your dealership’s pricing appears online.
Make a list of every place your inventory is advertised and look at how prices are being calculated and displayed. That includes your website, search campaigns, social media, third-party marketplaces, email marketing and inventory feeds.
It is also important to talk with your digital marketing providers.
Ask how they are handling the new pricing requirements and whether they have reviewed your campaigns ahead of the October 1 deadline. Dealers should also confirm that their providers understand the new data and reporting requirements tied to Stellantis’ certified digital advertising program.
There is another reason to have these conversations early. Under the new compliance system, violations can lead to escalating penalties. Pricing and advertising violations do not receive the same correction period provided for certain website violations, so waiting until after the rules take effect could create unnecessary problems.
Dealers should also review their current co-op and digital advertising programs. Beginning October 1, digital advertising reimbursement will be tied to certified providers under the new framework.
How to Explain MAAP Pricing to Customers
Customers may notice that advertised pricing looks different after October 1, especially if they are used to seeing large discounts advertised on new Stellantis vehicles.
The easiest way to explain the change is to be clear about the difference between the advertised price and the incentives a particular customer may qualify for.
The advertised MAAP price is designed to be available to every customer. A shopper may then qualify for additional conditional programs based on factors such as military status, first responder eligibility, loyalty or other qualifying criteria.
A dealership can explain those programs individually rather than advertising a price that depends on a customer meeting conditions that may not apply to everyone.
That distinction can help prevent confusion when a customer sees one price online and then asks about additional incentives when they contact the dealership.
MAAP Pricing Changes More Than the Number on the VDP
The October 1 change is about more than updating the price on a vehicle detail page.
Stellantis is changing the broader framework around dealer websites, digital advertising, pricing and compliance. That means dealerships need to look at the entire path a customer takes online.
A shopper may see a vehicle in a Google search, click a paid ad, visit the dealership website, compare the vehicle on a third-party marketplace and then see a social media post featuring the same unit.
The pricing and messaging across those channels need to make sense together.
For dealers, October 1 is a good deadline to review how inventory pricing moves from the dealership’s systems into the digital marketing channels customers use every day.
How Dealer Authority Can Help
Changes like this make it important for dealerships to have a digital marketing partner that understands both automotive advertising and the details of how pricing is presented across different channels.
Dealer Authority can help Stellantis dealerships review their digital advertising strategy, inventory marketing, paid search campaigns, social media and website messaging as the new MAAP requirements take effect.
Our team can work with your dealership to identify where pricing appears throughout your digital marketing and make sure your advertising strategy is built around the new requirements.
MAAP pricing changes the way Chrysler, Dodge, Jeep and Ram dealers can market new inventory. The dealerships that prepare before October 1 will be in a much better position to keep their digital marketing running smoothly as the new rules take effect.
If your dealership needs help preparing for the transition, talk with Dealer Authority about your current digital marketing strategy and where MAAP pricing may affect your advertising.
Frequently Asked Questions (FAQ)
What does MAAP stand for?
MAAP stands for Minimum Allowable Advertised Pricing. For Stellantis dealerships, the new pricing requirements establish a minimum price that can be advertised for Chrysler, Dodge, Jeep and Ram vehicles.
When does Stellantis MAAP pricing take effect?
The new Stellantis Marketing Covenant and MAAP pricing requirements take effect October 1, 2026. Dealers should review their websites, inventory feeds, paid advertising and other digital marketing channels before the deadline.
Does MAAP pricing mean dealers cannot sell a vehicle for less?
No. MAAP applies to the price a dealer advertises. It does not necessarily prevent a dealer and customer from negotiating a different final transaction price. Dealers should follow the Stellantis requirements when determining what price can be publicly advertised.
Can dealers advertise additional incentives with MAAP pricing?
Dealers can communicate qualifying incentives, but conditional offers need to be handled separately from the primary advertised MAAP price. Programs such as loyalty, military or first responder incentives may have eligibility requirements that do not apply to every customer.
How can dealers make sure their digital advertising follows the new MAAP rules?
Dealers should review every channel where vehicle pricing is advertised, including their website, paid search campaigns, social media, third-party inventory listings and email marketing. It is also important to speak with digital marketing vendors to confirm they understand the new Stellantis requirements and are prepared for the October 1 change.