In a move that’s sure to win over customers, Kia, the renowned South Korean automaker, is reaching out to its U.S. dealers with an earnest request: don’t inflate the prices of the much-anticipated Kia EV9, the company’s very first electric seven-seater vehicle. Kia’s priority is clear – to maintain prices in line with the Manufacturer’s Suggested Retail Price (MSRP), all in an effort to ensure transparency and affordability for its valued customers.
With an introductory price of $56,395, including a $1,495 shipping fee, the EV9 enters the premium electric SUV segment. This exciting new vehicle is now open for reservations and is scheduled to hit the U.S. market before the year’s end. Kia’s decision to ask dealers not to mark up the prices is all about creating a fair and transparent buying experience for future EV9 owners.
Learning from Past Challenges
Kia has been down this road before, facing pricing challenges with the EV6, which was introduced in the U.S. over a year ago. Some dealers added significant markups, with reports of up to $20,000 above the MSRP. Maintaining the vehicle’s price at its suggested retail price proved to be a daunting task due to slim profit margins. Now, Kia is determined to avoid a repeat scenario with the EV9.
While Kia’s request aims to ensure affordability for EV9 buyers, it’s essential to acknowledge the uncertainties ahead. Market dynamics, including supply chain limitations and production costs, can influence dealers’ ability to stick to the MSRP. In Kia’s letter to dealers, the focus is on the EV9 customer and the importance of maintaining transparent pricing.
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The EV9 lineup boasts five distinct trim levels: Light Long Range RWD, Wind AWD, Land AWD, and GT-Line AWD, with the GT-Line AWD emerging as the range-topping model, priced at $75,395, which includes destination and shipping fees. This electric SUV features a robust dual-motor powertrain, delivering an impressive 379 horsepower and 516 pound-feet of torque. Initial deliveries are planned for the final quarter of this year, with local production set to commence in Georgia in 2024.
Kia’s Approach to Avoiding Markups
Kia’s strategy to deter dealers from imposing markups on the 2024 Kia EV9 is spelled out in a strongly-worded letter obtained by CarsDirect. The message is clear: “The EV9 customer is an important new owner to the Kia brand, and price transparency will be paramount as part of their purchase experience.” This move underscores Kia’s commitment to maintaining fair pricing for its customers.
To further incentivize dealers to adhere to the MSRP, Kia is offering a $2,000 delivery bonus for each EV9 sold. This bonus, as revealed in a bulletin obtained by CarsDirect, encourages dealers to prioritize reservation holders over those willing to pay hefty fees to bypass the line.
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The Pricing Landscape
Kia recently unveiled the pricing details for the EV9, revealing that this electric three-row SUV falls into the premium pricing bracket. The base Light RWD trim is priced at $54,900, and there’s still some uncertainty about whether it qualifies for the $7,500 federal tax credit. Initially, the EV9 will be produced in South Korea, with plans to shift production to Georgia, potentially making the EV9 eligible for the tax credit. Pricing increases to $63,900 for the Wind e-AWD, $69,900 for the Land e-AWD, and $73,900 for the top-tier GT-Line e-AWD. These prices may seem steep for a three-row SUV, but they are reasonable considering the limited availability of fully electric vehicles in this segment at a competitive price point.
| Trim Level | Price |
|---|---|
| Light Long Range RWD | $54,900 |
| Wind e-AWD | $63,900 |
| Land e-AWD | $69,900 |
| GT-Line e-AWD | $73,900 |
| GT-Line AWD (Range-Topping) | $75,395 |
Kia’s commitment to maintaining fair pricing for its customers is evident in this proactive approach. By urging dealers not to inflate the prices and offering incentives for fair play, Kia aims to ensure that the EV9 remains accessible and appealing to a broad range of customers, setting the stage for a successful launch.
