US launch of Kia K900 will test its value-pricing strategy

Article by Anita Panait, on September 25, 2013

Executives at South Korean carmaker Kia have detailed plans to bring in a new flagship to the United States early 2014 during a national sales meeting in Las Vegas, Nevada, dealers who attended the event told Automotive News. The introduction of the flagship -- the K900 full-sized, rear-wheel-drive luxury sedan – will be a test case on whether Kia’s formula of offering attractive and feature-rich vehicles at value prices can entice premium car buyers in the US.

The K900 is expected to carry a tag price of between $50,000 and $70,000, making it the most expensive nameplate that Kia will sell in the US.

The K900 will also be the carmaker’s first rwd sedan in the country. Kia will time the US debut of the K900 with a Super Bowl launch. The K900’s US debut comes less than a year after Kia launched its previous flagship, in the US.

The K900 is being sold as the K9 in South Korea and the Quoris in other markets and is underpinned by the same rwd platform that underpins Hyundai's flagship Equus luxury car.

The Kia K900 will boast of advanced safety technologies and luxury features. Don Hobden, chairman of Kia's national dealer council, disclosed that Kia executives called the K900 "a 7-series value for a 5-series price."

Topics: kia, sedan, united states

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