Sliquid Issues MAP Policy for All Vendors

DALLAS—Lubricant manufacturer Sliquid ( announces that it has implemented of a new MAP (Minimum Advertised Price) policy, effective immediately.

Sliquid’s new MAP policy applies to all resellers selling directly to the end user, on all platforms. The Minimum Advertised Price for all Sliquid, LLC products, whether sold in brick-and-mortar stores, on company websites, or third-party reseller sites, including but not limited to, is established at 20 percent below the Manufacturers Suggested Retail Price (MSRP).  The MSRP rates are set in the official Sliquid, LLC Price List, which can be downloaded here or by contacting your sales representative.

“We recognize that our high-quality retailers invest time and resources to deliver an extraordinary customer experience through knowledgeable staff and compelling vendor presentation,” Sliquid senior vice president Colin Roy said. “To support these efforts, Sliquid wishes to establish policies that allow our resale partners to earn the profits necessary to maintain the high level of customer excellence people have come to expect from Sliquid retailers.”

The purpose of the MAP Policy, the company explained, is to encourage fair competition across all distribution channels, preserve brand identity and value, permit smaller retailers to compete with larger retailers, mitigate underpricing, and foster reasonable retailer margins. While this new MAP Policy takes effect immediately, the company is providing a courtesy grace period of one month for retailers to implement the policy. Full enforcement of the policy will take effect at the beginning of Q4.

To review the complete terms and conditions of Sliquid’s MAP policy, click here