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Kia asks dealers not to markup new EV9 SUV in US

Kia has asked US dealerships to sell the new EV9 at its MSRP. (Image source: Kia)
Kia has asked US dealerships to sell the new EV9 at its MSRP. (Image source: Kia)
A leaked letter from Kia has revealed that the company is asking US dealerships to sell the new EV9 electric SUV at its MSRP. Customers can already reserve the model, with the first deliveries in early 2024 and prices starting at US$54,900. Several trim options are available, up to the GT-Line e-AWD, priced at US$73,900.

Kia has written to dealers in the US asking them to avoid marking up the new EV9 electric SUV. Earlier this year, the brand revealed the MSRPs of the various trim levels, starting at US$54,900, with the range-topping GT-Line e-AWD priced at US$73,900. A snippet from the letter from the company was leaked by CarsDirect, revealing that Kia stated that:

The EV9 customer is an important new owner to the Kia brand, and price transparency will be paramount as part of their purchase experience. We ask dealers to retail the EV9 without markup over the Manufacturer Suggested Retail Price."

US reservations for the 2024 EV9 launched in October, with customers asked to place a refundable US$750 deposit to secure their vehicle, with deliveries due early in the new year. Markups are certainly nothing new, with some dealerships found to be selling the Kia EV6 at more than US$20,000 over the MSRP at launch. It could be that the margin between the cost of the EV9 to the dealership and its retail price is slim, as was rumored to be the case for the EV6, but this is unproven. Reservations for the Kia EV9 SUV in the US are open until November 27. Whether or not dealers will take heed of Kia's request remains to be seen.

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The Kia EV9 electric SUV. (Image source: Kia)
The Kia EV9 electric SUV. (Image source: Kia)
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Polly Allcock, 2023-11- 6 (Update: 2023-11- 6)