Kia buyers are selecting higher trim levels, transaction prices are rising
By Andrew, 06 Sep, 2010. 0 Comments
2011 Kia Sorento
It appears that car buyers are starting to select higher trim levels when they decide do buy a new car says Kia, proving that its effort to shed a value-brand image is working.
Currently, the Korean manufacturer it’s trying to increase the production of the high-line EX trim version of the 2011 Sorento crossover, also known as one of its best-selling model. Kia also introduced this month the Sorento SX, which starts at $32,990, a big increase comparing it to the base price of $23,190. But don’t think that for this money you don’t get anything because you are wrong.
The SX model comes as standard with a 3.5-liter V-6 engine and 18-inch alloy wheels, as well as an SX-only instrument cluster, while a panoramic sunroof is optional. The average transaction price for the 2011 Sorento increased dramatically from $21,500 in July 2009 to $25,600 in July 2010. Also, the average transaction price for the brand increased from about $17,908 to $19,559 in the same period, according to Truecar.com.
"We've seen a huge change in the mix," said Steve Hirashiki, Kia Motors America senior product strategy manager. "Before, we were selling a lot of base and LX, and now we're selling a lot more high-range trim, and in fact that's where we're running into some shortages."
"What is happening is really a changing point for Kia," said TrueCar analyst Jesse Toprak. "Consumers are choosing to buy Kia rather than having to buy a Kia. It is selling cars based on their merit rather than just on their pricing." [via autonews - sub. required]
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