GRAND JUNCTION, Colo. (BRAIN) — DT Swiss has updated its U.S. minimum advertised price policy and its enforcement.

As of Sept. 1, as part of its 2019 product and pricing updates, DT Swiss will be increasing their MAP price by 10 percent, such that MAP will now be equivalent to the brand's MSRP. DT Swiss said it will also be increasing its communication, education and enforcement efforts related to its MAP policy.

DT's aftermarket sales and marketing manager for the Americas, Matt Thompson, said, "Considering the rapid changes in retail, elusive consumer habits, ongoing changes to associated legislation, intense pressure on those who do business at retail or wholesale and — not least — trade factors, we feel that it's more important than ever to protect and build upon our brand value. We certainly don't think that these steps are the final ones in our strategy, but we believe that they are critical for the continued success of DT Swiss and all of our partners."

The company said it expects to make further updates to its domestic and global brand protection activities in the coming months.

Inquiries about these changes can be made to info.us@dtswiss.com.