The Stellantis Marketing Covenant takes effect October 1, and most Chrysler, Dodge, Jeep, Ram and FIAT dealers already know the headline: certified providers, a standardized pricing stack and a compliance audit. The Q4 2026 program document is where the working details live, and those details shape how smoothly a store moves through its first audits.
Here are six worth a close read.
Website Issues Come With a 5-Business-Day Fix Window
When Shift Digital flags a website infraction, you have 5 business days to correct it and confirm the fix. Make the correction in time and the infraction doesn't become a strike. You get one Corrective Action Period per unique website infraction in a rolling six-month period, so the goal is to fix the root cause, not just the page. Pricing and advertising infractions don't carry a correction window, which makes getting them right up front the priority.
Your Website Tools Need to Be Certified
Website 3.0 calls for a certified digital retailing tool and a certified trade-in tool on your certified site. Lead generation, chat, trade-in, digital retailing and payment calculator tools all need to come from certified solutions, and secondary sites aren't part of the program. A quick audit of every widget on your VDPs now saves a 5-business-day scramble later.
Keyword Rules Cover Dealer Names and Geography
Dealers and their advertising providers can't bid on another Stellantis dealer's approved DBA name, and can't use geographic market or DMA search terms for a DMA where the dealer isn't located. Competitive make and model keywords remain available. If your campaigns reference a neighboring metro or use broad match types, a keyword and negative-keyword review belongs on this month's list.
A Quarter of Your DAP Funds Is Set Aside for Certified Paid Media
For invoices after November 1, 2025, 25% of DAP accruals go into a separate DAP Bonus Fund. It reimburses at 100% for paid media run through a Stellantis Certified Digital provider, including VIN-specific ads, OLV, CTV and Performance Max. The Base Fund and Bonus Fund are managed separately and can't cover each other's claims, so plan your certified paid media to use the Bonus Fund before it expires. The Base Fund covers the broader list of eligible media, including SEO and GEO, which also need to run through a certified provider to qualify.
The Pricing Stack Has Clear Guardrails
Beginning with the 27MY on October 1, advertised pricing follows a standard stack: MSRP, dealer add-ons, every-person incentives and dealer discount. Dealer discount can go up to MSRP less invoice on Chrysler, Dodge, Jeep and FIAT Topolino nameplates, and up to 2% below invoice on Ram nameplates. A market adjustment is capped at 3% of invoice and doesn't appear alongside a dealer discount, and lease down payments are capped at 20% of invoice. The covenant applies to advertised prices; transaction prices remain the dealer's call.
The Compliance Process Rewards Consistency
If a major infraction is issued, you have 10 business days to appeal, or 3 business days to correct it if you don't. Six consecutive months without a major infraction resets a store to zero strikes. Staying consistent protects what matters most: Delivery Allowance, DAP contributions, Tier I leads, inventory syndication and dealer locator placement.
Compliance Is the Foundation. Market Share Is the Goal.
Use your DAP funds fully. They support the Chrysler, Dodge, Jeep, Ram and FIAT brands in your market, and a compliant program keeps those funds and benefits working for you. The strongest dealers will build on that foundation with a market-share plan of their own: knowing where their buyers are, where same-brand competitors are winning, and which campaigns turn into sold units.
C-4 Analytics is a Stellantis Digital Certified Partner.
Talk to our Stellantis certified team about a compliant program across paid media and Organic Media, including SEO and GEO, that puts your DAP funds to work toward sold units.
Frequently Asked Questions
How long do Stellantis dealers have to fix a website violation?
5 business days from Shift Digital's notice, once per unique website infraction in a rolling six-month period. Pricing and advertising infractions don't have a correction window.
Do I need a certified provider for DAP reimbursement on digital advertising?
Yes. Digital advertising is reimbursable through DAP only when it runs through a Stellantis certified provider. The DAP Bonus Fund, 25% of accruals, is reserved for certified paid media such as VIN-specific ads, OLV, CTV and Performance Max.
Can I bid on DMA or city terms outside my market?
No. Dealers can't use geographic market or DMA search terms for a DMA where they aren't located, or bid on another Stellantis dealer's DBA name. Competitive make and model keywords are allowed.
Is SEO co-op eligible for Stellantis dealers?
Yes. SEO and GEO are eligible media types under DAP when they run through a certified provider. They're reimbursed from the DAP Base Fund; the DAP Bonus Fund is reserved for certified paid media.