Kia is making a bold move with its upcoming Kia EV9, the first electric seven-seater from the South Korean automaker. The company is reportedly urging its dealers in the United States not to mark up the prices of the EV9. The company intends to keep the prices in line with the Manufacturer’s Suggested Retail Price (MSRP). This comes as Kia aims to prioritize price transparency for its customers.
The Kia EV9 Price Tag
With a base price of $56,395 (including $1,495 shipping), the EV9 is positioned in the premium electric SUV segment. Customers can already book their EV9, set to hit the U.S. market before the year-end. Kia’s decision to request dealers not to mark up prices is seen as an effort to create a fair and transparent purchase experience for the new EV9 customers.
Past Markup Challenges
This isn’t the first time Kia has faced challenges related to markups. The EV6, launched in the U.S. over a year ago, experienced significant markups by some dealers, with reports of up to $20,000 over MSRP. The minimal margins between MSRP and invoice prices posed challenges for maintaining the vehicle at the suggested retail price. Kia is now attempting to avoid a similar situation with the EV9.
While Kia’s request aims to ensure affordability for EV9 buyers, the success of this strategy remains uncertain. The market dynamics, including supply chain constraints and production costs, can influence the dealers’ ability to adhere to the MSRP. Kia’s letter to dealers emphasizes the importance of the EV9 customer and the significance of maintaining price transparency.
EV9 Trim Levels and Deliveries
The EV9 lineup includes five trim levels: Light Long Range RWD, Wind AWD, Land AWD, and GT-Line AWD, with the GT-Line AWD being the range-topping model priced at $75,395 (including destination and shipping). The electric SUV boasts a dual-motor powertrain, delivering a peak output of 379 horsepower and 516 pound-feet of torque. Initial deliveries are scheduled for the final quarter of this year, with plans for local production in Georgia starting in 2024.
