Kia is asking its sellers to keep away from markups on the brand new EV9 electrical SUV. The automaker says its first three-row electrical SUV is garnering “vital shopper curiosity” because it’s anticipated to hit dealerships by the tip of the yr.

After opening orders for the EV9 final month, Kia America’s VP of gross sales, Eric Watson, mentioned it has “already gathered vital shopper curiosity with pre-orders.”

Kia referred to as the EV9’s $54,900 beginning worth “a wake-up name to the business” because the automaker seems to capitalize on its largest market.

Now, Kia is asking sellers to move the financial savings on to clients. In a letter despatched to sellers this week, Kia defined the significance of the EV9 to the model.

In response to on-line auto analysis agency CarsDirect, the letter learn, “The EV9 buyer is a vital new proprietor to the Kia model, and worth transparency will probably be paramount as a part of their buy expertise.”

Kia added, “We ask sellers to retail the EV9 with out mark-up over the Producer Recommended Retail Value.”

Kia asks sellers to keep away from EV9 markups

Can Kia dictate costs? In any case, the vendor determines pricing primarily based on provide and demand.

We’ve seen different extremely anticipated electrical fashions, like Chevy’s Blazer EV, marked up by as a lot as $10,000 at a number of dealerships.

In the meantime, when Kia’s first devoted electrical automobile, the EV6, was launched, reviews prompt markups as excessive as $20,000.

Quick-forward nearly two years, and the market has shifted. A number of new electrical fashions have hit the market, creating new competitors. In the meantime, Tesla’s worth cuts this yr are forcing many automakers to observe swimsuit.

Kia is introducing a brand new longer-range “Mild” EV6 trim in 2024 that provides extra vary at a less expensive worth level to maintain up. The 2024 EV6 Mild Lengthy Vary may have an MSRP of $45,950 with as much as 310 miles vary. Patrons can save $2,750 in comparison with the 2024 Wind mannequin, beginning at $48,700.

The model’s EV6 did simply set a brand new October gross sales document with 1,542 fashions offered, up 30% from final yr. Nevertheless, the three-row EV9 is anticipated to play a much bigger function within the firm’s EV transition.

Electrek’s Take

Because the report notes, Kia’s try to stop EV9 markups is an efficient effort, however there’s little the automaker can do.

Different legacy automakers like Ford and GM have handled their very own struggles getting sellers on board with the transition to EVs.

In the meantime, EV makers like Tesla and Rivian have the benefit of a direct-to-consumer gross sales mannequin. A number of automakers, together with Volvo, are shifting to on-line gross sales fashions to streamline deliveries.