A new Maryland law limits manufacturer penalties against dealers who advertise below MAP—and it takes effect October 1, 2026.
Most Maryland dealership owners don't realize that a provision buried in HB306 fundamentally changes the rules around how manufacturers can enforce minimum advertised pricing (MAP)—and what happens if you break those rules.
The Jack Fitzgerald Price Transparency Act, signed into law, includes a specific protection for dealers: manufacturers can no longer penalize you for advertising below MAP price, as long as you disclose that the listed price is the manufacturer's minimum advertised price and that a lower price is available.
Section 15–207(h)(3) of the Maryland Vehicle Law now prohibits manufacturers from taking adverse action against a dealer based solely on the dealer's public disclosure of pricing information—specifically, stating on a website that a listed price is the manufacturer's minimum advertised price and that a lower price can be obtained.
In plain terms: you can now tell customers on your website that your advertised price is the MAP and that they can negotiate lower, without fear of manufacturer retaliation.
Manufacturers have historically used several tools to enforce MAP compliance. Under this law, they can no longer use these tools against you simply for making that price disclosure:
This doesn't mean manufacturers lose all enforcement power. They can still set MAP policies and enforce them through other means. But the specific act of disclosing that a lower price exists cannot trigger penalties.
For independent dealerships, this creates room to compete on price transparency without risking your relationship with manufacturers. You can now be direct with customers about what negotiation looks like, potentially reducing friction in the sales process and building trust.
Larger dealer groups may see less immediate impact, since they often have different leverage in manufacturer relationships. But for smaller operations, this provision levels the playing field slightly—you're no longer forced to hide pricing information to avoid penalties.
The law is effective October 1, 2026. That gives you time to review your current website pricing disclosures and your manufacturer agreements to understand how your specific brands interpret this change.
It's worth noting that manufacturers may still have their own policies about how dealers communicate pricing. This law sets a floor—it prevents retaliation for the specific disclosure—but doesn't require manufacturers to allow unrestricted discounting.
If you operate a dealership in Maryland, review your current MAP agreements with each manufacturer and consider how you might use this protection to improve price transparency on your website. You may also want to consult with legal counsel familiar with your specific franchise agreements to understand any remaining restrictions.
Source: HB306, Jack Fitzgerald Price Transparency Act, Section 15–207(h)(3), Page 2.