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.
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.
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.
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.
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.
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.
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.
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.
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.