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Unilateral Pricing Policy

Effective September 2, 2025

Why We Have This Policy

For over 40 years, Borla has built its reputation on premium quality, innovation, and performance. To protect the value of our products — and to ensure customers receive the service and support they expect — we maintain a Unilateral Pricing Policy (UPP).

The purpose of this policy is to help Borla:

  • Protect the value and reputation of BORLA® products
  • Provide a consistent brand experience for customers
  • Support resellers who invest in customer service and product expertise

Borla maintains a Do Not Sell (DNS) List for resellers who are non-compliant with this policy.

Unilateral Price

  • All BORLA products must, at all times, be both advertised and sold at a price that is no less than the unilateral price (in USD) set by Borla for the product
  • Resellers may advertise and sell any BORLA products at a price that is higher than the unilateral price set by Borla, at their discretion, without violating the UPP
  • Resellers remain free to set their own prices at their sole discretion

Bundles & Discounts

  • "Make offer," "bid," "add to cart," "see price in cart," or similar types of options that can result in the price for a BORLA product being below the unilateral price is a violation of this UPP
  • No rebates, coupons, or other means of providing discounts may be advertised or provided to purchasers if such elements would result in a sale price (as modified by the offer) below the unilateral price
  • Borla may, at its sole discretion, authorize promotional exceptions

This policy applies to all resellers of BORLA products in the United States without exception, including but not limited to all retailers, jobbers, dealers, online dealers, and warehouse distributors.

Consequences of Non-Compliance

First Offense: 30-day DNS placement
Second Offense: 90-day DNS placement
Third Offense: 365-day DNS placement
Habitual Violations — Borla may, at its sole discretion, place a reseller on permanent DNS status

Enforcement

  • Borla will unilaterally administer the UPP
  • The UPP is not a contract, nor an offer to form a contract. Borla does not ask for, and will not accept, any agreement from a reseller regarding its compliance with or acceptance of the UPP
  • Borla employees are not authorized to amend, waive, or negotiate any terms of the UPP
  • All questions concerning this policy should be directed to upp@borla.com or call 877-GO-BORLA

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