The Best Jeep and Ram Deals May Be Harder to Find After October 1

Beginning October 1, the way Chrysler, Dodge, Jeep and Ram dealers advertise vehicle prices is changing.

Stellantis’ new Marketing Covenant creates a standardized formula for advertised pricing across its dealer network. Conditional incentives such as military, first responder and loyalty offers must be shown separately, and beginning with 2027 models, dealer discounts will be heavily restricted.

The best deal may become harder to find online.

What Is Changing?

Today, dealers compete for your attention by advertising aggressive prices. Online shopper can search several comparable vehicles, sort by price and quickly see which stores are pushing hardest to earn the business.

The new rules narrow that range.

For 2027 vehicles, Stellantis is putting limits on how much a dealership’s discount can appear in public advertising. Factory incentives can still lower the advertised price, but a dealer willing to sell a vehicle more aggressively may no longer be able to show the full extent of that discount online.

That matters because advertised price and actual selling price are not the same thing.

MAP regulates what can be advertised. It does not make every dealer equally willing to negotiate.

Why This Is Bad for Price-Shopping

Imagine three dealers each have the same Ram 1500.

One has plenty of inventory and wants to move trucks quickly. Another is perfectly comfortable holding out for more gross. The third falls somewhere in between.

Those are three different sellers with three different levels of motivation.

Under a minimum advertised pricing structure, their online prices can look much more alike than their actual willingness to make a deal.

For years, one of the biggest advantages of shopping online has been transparency. You could look across the market and quickly spot a good deal.

MAP puts some of that information back behind the curtain.

What About Conditional Rebates?

One part of the change that should make shopping simpler is the separation of conditional rebates.

Programs such as military, first responder, loyalty and other conditional incentives will be separated from the primary advertised price rather than incorporated into a best-possible-price presentation. Stellantis is also restricting the combination of incentives that cannot actually be used together.

Knowing which rebates apply to you is useful.

Knowing which dealer is prepared to give you the strongest deal is useful too.

Don’t Assume the Website Price Is the Final Price

This is the biggest takeaway for Jeep and Ram shoppers.

A dealer’s advertised price may no longer tell you how aggressively that dealer is actually willing to sell the vehicle.

If several dealers show similar prices on the same 2027 Ram 1500, that does not mean the final deals will be identical.

Ask for a real quote.

Compare the same equipment.

Make sure you’re looking at the incentives you actually qualify for.

Then compare the final pricing.

That extra step is going to matter more after October 1.

Why 2026 Models Deserve a Look Right Now

If you’re currently shopping and a 2026 meets your needs, look there before automatically moving to a 2027.

The pricing restrictions begin with 2027-model-year vehicles. At the same time, 2026 inventory is becoming outgoing inventory as the next model year arrives. An outgoing 2026 may have strong factory support, dealer motivation and fewer restrictions on how aggressively its value can be communicated.

See remaining 2026 Inventory

Gresham CDJR Is Still Going to Compete on Price

The advertising rules are changing.

Our pricing philosophy isn’t.

Gresham Chrysler Dodge Jeep Ram is committed to competitive, low pricing and earning your business on the numbers.

We’ll follow Stellantis’ advertising requirements. We’ll clearly identify the incentives available on our vehicles. And we’ll continue working aggressively to make deals. If MAP prevents the website from showing the full extent of what we can do on a particular Jeep, Ram, Dodge or Chrysler, ask us. If you’re comparing our vehicle against another dealer’s, tell us. An advertising floor doesn’t have to become a selling-price floor.

After October 1, don’t assume similar advertised prices mean similar deals. Get an actual quote, compare the complete transaction and give competitive dealers an opportunity to compete.

And if you’re shopping now, don’t overlook the remaining 2026s.

The best deal may still be out there.

It just may not be as obvious on Google.