Revision Effective January 1, 2021  

Whether your next adventure is Glamis, the UTV Championships or the local hardware store,

Baja Designs® is committed to deliver innovation, quality-engineered designs keeping our customers returning  for  our  premium  brand  and  patented LED,  Laser  and  Hybrid  lighting.  Baja  Designs®  is pleased to announce additional support for our  authorized independent  distributors and resellers through the Unilateral Minimum Advertised Price Program (“UMAP©”) described below.


Baja  Designs’  UMAP©  Program  is  intended  to  promote  customer  choice  as  well  as  inter- brand  competition  by  maintaining  responsible  advertised  pricing  across  distribution  channels, protecting the premium brand image of Baja Design® products and reducing unauthorized “ghost storefronts”  on  Internet  auction  sites.  Our  commitment  to  advertised  price  stability  encourages authorized resellers to: meaningfully inventory Baja Designs® products, actively promote our brand, and  provide  the  levels of  technical  expertise, warranty  and  customer  service  support  required  to keep   Baja  Designs®  as  the   customers’  first  choice   for   lighting  solutions.   Independent  active monitoring  and enforcement  of  our  UMAP©  program  will  be  handled  by  Baja  Designs  directly.  If violations continue, Colvos Law will intervein with legal action.1


The information below will acquaint you with our UMAP© program terms, provide examples of advertising methods contrary to our competitive goals and outline the range of unilateral action(s) Baja  Designs®  may  use  to  ensure  consistent,  fair  advertising  and  sales  opportunities  across  all channels  of  distribution.  Please  take  a  moment  to  review  this  program  outline  and  upload  the attached UMAP© Price Sheet to ensure use of updated advertised prices.





Further, Baja Designs will actively monitor and devote resources to assure fair competition on products  advertised  on  Amazon  and  other  third-party  ecommerce  platforms.  These  efforts  include

reduce  limited  warranty  term  and  other  restrictions  on  products  purchased  through  unauthorized resellers and/or non-stocking ghost websites.

Summary of Baja Designs® UMAP© Program

The UMAP© Program and grid are launched unilaterally and exclusively by Baja Designs® with the SKUs, UPC’s, and coordinated minimum advertised prices set forth in the Grid which may be updated from time to time to include without limitation new products, shifts in SKUs covered by UMAP©, market conditions, and special promotions/rebates.



Baja Designs® intends to unilaterally select and supply the channels and means by which its premium  lighting  products  are  distributed.  Thus,  Baja  Designs®  neither  solicits  nor  requires express  or  implied  agreement  to  its  UMAP©  ProgramThe  Program  encourages  interbrand competition and customer choice by focusing on stabilized advertised prices.


Baja Designs® UMAP© Program applies to all storefronts and to all forms of advertisements, in any and all media, including without limitation: letters, flyers, posters, coupons, mailers, inserts, newspapers, magazines and other periodicals, catalogs, mail order catalogs, the Internet, enthusiasts' special  forums  or  similar  digital  social  media,  podcasts,  electronic  mail  (e-  mail),  solicitations, websites,  online  auction  sites  such  as  Amazon,  eBay  and  Walmart,  host  sites  (including  but  not limited  to  those  hosted  by  private  proxy  servers),  and  other  online  storefronts,  television,  radio broadcasts, print advertising, and public signage.


Baja Designs® may treat an authorized distributor’s circulation of product to unauthorized distributors/resellers  as   the   authorized   distributor’s   violation   of   this   UMAP©   Program.  Baja Designs®  employees,  agents,  or  other  representatives  are  not  authorized  to  make  or  discuss, negotiate with, or accept modified UMAP© terms from any distributors or resellers. Please direct any questions  regarding  the  Program  or  current  UMAP©  Price  Sheet  to  Baja  Designs’®  UMAP©

coordinator Rufus Keller:


UMAP© Program Advertising Guidance

Examples of advertisements Baja Designs® currently considers contrary to the competitive goals of our UMAP© Program, the premium image of our brand and desired distribution limited to qualified Baja Designs® distributors and resellers include:


(1)     Bundling  for  Lower  Than  UMAP©  Price  SheetBundling  or  combining  Baja  Designs product(s)  covered  on  the  UMAP©  Price  Sheet  for  an  advertised  price  lower  than  the combined price of what the two or more products should be advertised independent of each other. Example: A bundle of LP6 lights and a harness cannot be less than the combined MAP prices of those three items.

(2)     Click-Through Innuendos. Advertising that, does not initially indicate price, requests the customer

to “Click Through” to "See Price In Cart," "Click To See Price," "Add To Cart For Best Price," "Why we do not show a price?" "Call/E-mail for Best Price", or any comparable command, language or graphic representation that implies, or from which the customer can infer, that the customer is being led to click through to the cart to see a price lower than that set forth in our UMAP© Sheet. This specifically includes “In Cart”pricing.

(3)      Alterations to Minimum Advertised Price.   Applying a blacked-out price (eg.  $      ), struck- through price (eg. $1,000.00), leaving out the price altogether, or any other alteration to the price advertised so long as the strike through price falls within MAP.

(4)         SKU Modifications. Altering, phishing, omitting SKUS or SKU hyphens or other punctuation, or any other modifications to Baja Designs© intended SKUS, product names, images or descriptions.

(5)         Lowest-Price Guarantees. Advertising claiming or suggesting “the lowest prices,” having any form of  low-price  guarantee,  or  offering  to  match  the  lowest  advertised  price  on  Baja  Designs® products listed in the UMAP© Price Sheet.

(6)         Across-the-Board   Discounts.   Catalog   or   inventory-wide   discounts   (e.g.   “10%   off everything in catalog”), unless “Baja Designs® products excluded” is clearly stated in direct connection with such advertisements. Publicly advertising any discount or promo code that brings  Baja  Designs’  product  below  MAP.  Advertising  includes,  but  it  not  limited  to, traditional website ads, print ads, forum posts, social media posts, and any other public alert containing or directing to the discount/promo code.

(7)         Rebates or Other Incentives Prior to Payment. Issuing rebates or providing  incentives (other  than  those  pre-authorized  by  Baja  Designs®)  in  any  form  prior  to  customer payment  where  the  net  effect  is  to  reduce  the  advertised  price  to  less  than  the  price suggested in the current UMAP© Price Sheet in effect at the time of the adposting.

(8)         Tie-Ins. Offering a gift card or other form of product or service redeemable for value on a future purchase with the purchase of any product listed on Baja Designs® UMAP© Price Sheet  or  any  other  product  tie-in  (including  those  made  by  other  manufacturers)  or promotion  where  the  net  effect  is  to  reduce  the  advertised  price  to  less  than  the  price suggested in the Price Sheet in effect at the time of the ad posting.

(9)          De ce ptive   Lis tin g :   New   Pro ducts   as  “ U s ed”   o r   “ Like   N ew”.   Advertising  in any  manner which infers a new product purchased from a qualified Baja Designs® distributor/reseller is, absent resale or actual use by an end user, in any condition other than new, never-been- opened, undamaged condition with original packaging intact. Note: Baja Designs® may not provide technical support or warranty coverage for products advertised as other than new.

(10)      Misleading  Reseller  Claims   o f   “ Au tho riz ed   Dis tribu to r/R es eller   o r   De aler   Statu s .  Advertising   or   otherwise   holding   reseller   or   storefront   out   to   be   an   “authorized distributor,”  “reseller”  or  “Dealer”  of  Baja  Designs®  products  contrary  to  fact  or  when indicated to the contrary on DNS list(s).

(11)      Storefront Concealment. Advertising or storefront image intended to conceal or mask the

true identity of the distributor or reseller (e.g. generic storefront name like "Auto Parts Store"  or  “Discount  Bandit”  without  transparency  as  to  contact  information  and/or reseller refusal to provide meaningful contact information).


All Baja Designs® Rights Reserved for Non-Compliance with UMAP© Program

At all times, distributors and resellers have the choice to voluntarily comply with and receive the benefits of Baja Designs® UMAP© Program. Advertisements of Baja Designs® product in all forms of media are routinely monitored. Distributors/resellers are considered compliant with this Program when 100% of all UMAP-covered SKUs (as set forth on the current Baja Designs® Grid) are advertised at or above UMAP. This Program, independent monitoring and enforcement applies 24/7 & 365 days a year.


Baja  Designs®  reserves  all  rights  to  unilaterally  interpret  and  enforce  its  UMAP©  Program  through various  actions.  If  we  determine  an  advertisement  is  a  UMAP  violation,  Baja  Designs®  may,  without assuming  any  liability,  take  such  unilateral  action  as  it  deems  appropriate.  Such  unilateral  actions  may include  without  limitation:  adding  or  terminating  distributors/resellers;  cancelling,  refusing  or  limiting purchase orders and indefinitely refusing to accept new orders from that violator as well as from any Baja Designs®  wholesale  distributor/reseller who  is supplying  the violator,  reallocating product  inventories, auditing  distributor,  reseller and WD  sales,  revoking discounts,  advertising or  other distributor/reseller