Because the breadth of Cobra Engineering’s (Cobra) product offerings and pace of product introductions, it is necessary for authorized distributors, retailers and their sales associates to invest time and resources to learn about and support its products. This kind of reseller support helps us maintain our reputation for providing customers with high quality products, reasonable prices, and strong after-sales support. Therefore, in order to grow the Cobra brand and to enhance its competitiveness in the marketplace, Cobra Engineering has instituted a policy of minimum advertised price standards for all Cobra products.

This Minimum Advertised Pricing Policy (MAP Policy) will become effective January 1, 2016, and will apply to all distributors and retailers, including catalog and internet retailers (collectively, "Resellers"), who resell Cobra products to end users.

Cobra has long appreciated and welcomed the efforts of all Resellers to distribute Cobra products and support our end consumer. We are adopting this MAP for the benefit of those Resellers and will be equally enforced. This policy should also help to protect consumers from unauthorized retailers who lack sufficient product knowledge, provide no pre- or post sales support, and in some cases misrepresent product availability.

This MAP Policy refers only to the price that an authorized retailer chooses to advertise in all forms of pricing advertisements--not to the price at which an authorized retailer actually sells our products.

This MAP Policy works in the following manner:

1. Cobra will publish a list of its Manufacturer's Suggested Retail Prices (MSRP Schedule) on its website, which may be updated at any time by Cobra. The MSRP Schedule will identify the products, and the MSRP (Manufacturer’s Suggested Retail Price) for those products. Each advertisement of a product identified in the MSRP Schedule at any price or percentage less than the MSRP will be a violation of this MAP Policy.

2. This MAP Policy applies to all covered advertising of Cobra products listed on the MSRP Schedule. Dealers shall not publish a retail advertised price through Covered Advertising (defined below) less than the MSRP. Any product no listed on the product listing will not be subject to this policy.

Covered Advertising shall include, but not necessarily be limited to:

1. Print advertising such as newspapers, magazines, print inserts, outdoor billboards/signage, catalogs;
2. Broadcast advertising such as radio, videos, pod casts and TV;
3. Direct advertising such as catalogs, flyers, newsletters, direct mail pieces/coupons, and broadcast faxes, whether mailed, hand-delivered, or shipped in-box with product;
4. Electronic mail (e-mail) advertising. Any web pages that link from the e-mail are considered part of the e-mail advertisement;
5. Internet advertising such as banner, display, roll-over, pop-up, and pop-under ads;
6. And any website accessible to the public including traditional retailers, club membership sites, e-tailers, vendors, portals, shopping sites, blogs, forums, auction sites, etc.

3. The inclusion in advertising of free or discounted products (whether made by Cobra or another manufacturer) with a product covered by this MAP Policy would be contrary to this MAP Policy if it has the effect of discounting the MSRP of the covered Cobra product.

4. If/when pricing is shown, any strike-through or other alteration of the MSRP is prohibited.

5. This MAP Policy applies only to advertised prices and does not apply to the price at which Cobra products are actually sold or offered for sale to an individual consumer within Resellers' retail location or over the telephone. Resellers remain free to sell these products at any prices they choose under these circumstances.

6. This MAP Policy does not establish maximum advertised prices. All Resellers may offer Cobra products at any price in excess of the MSRP.

7. Internet auctions may not display or have a reserved bid or other prices less than the MSRP.

8. Pricing listed on an Internet site is considered an "advertised price" and must adhere to this MAP Policy. Statements such as "add to basket to see price", "call for price" or phrases of similar import are acceptable as long as the price advertised or listed for the products is the MSRP.

9. This MAP Policy is solely within Cobra Engineering’s discretion and authority acting through the duly authorized managers of Cobra Engineering. No employee or sales representative of Cobra Engineering has any authority to discuss, modify, or grant exceptions to this MAP Policy. Any representation or action by any employee, sales representative, or persons not specifically authorized to discuss, modify or grant exceptions to this MAP Policy under this paragraph is unauthorized and invalid. All questions about this MAP Policy should be in writing and directed via U.S. Mail to MAP Policy Administrator, Cobra Engineering, at 23801 E. La Palma Avenue, Yorba Linda, CA 92887 or via email at customer.service@cobrausa.com. The MAP Policy Administrator will respond only in writing. No oral communications about this MAP Policy are authorized. The MAP Policy Administrator shall be solely responsible for determining whether a violation of the policy has occurred, communicating decisions to Resellers regarding the policy and issuing any communications regarding sanctions imposed under this MAP Policy. Any action taken by Cobra Engineering under this MAP Policy shall be without liability to Cobra Engineering.

10. Violations of the Policy will be addressed under this three-step enforcement process:

First violation: Reseller will receive verbal or written notification informing the Reseller that it is in violation of Cobra’s MAP Policy and must take corrective action within 48 hours for electronic advertisements (email/internet sites) and the relevant production cycle for print and other advertisements, but no longer than 30 days. If corrective action is not implemented within the aforementioned time frame, Reseller will be placed on a no-ship status until the corrections have been effected.
Second violation within 180 days of first violation: Reseller will receive verbal or written notification informing the Reseller that it is in violation of Cobra’s MAP Policy. Reseller will be placed on a minimum 30 day no ship status. Reseller must take corrective action within 48 hours for electronic advertisements (email/internet sites) and the relevant production cycle for print and other advertisements, but no longer than 30 days. If corrective action is not implemented within the timeframe delineated above, the 30-day no-ship status will be extended until the corrective action is taken.
Third violation within 180 days of the second violation: Reseller will receive a verbal or written notification informing the Reseller that it will be subject to a minimum one (1) year no-ship status. If corrective action is not implemented within the time frame delineated above, the one (1) year prohibition will change to a permanent no-ship status.

11. EXCEPTIONS: There may be times where COBRA has decided to offer promotions or exceptions to certain products for a period of time. Those products will be removed from the product list that is available online at cobrausa.com.