Is the world ready for a $70,000 Kia? Just days after the moniker for Kia’s new rear-drive flagship was revealed, Automotive News is reporting that top-trim versions will approach the $70,000 mark.
The K900, which is based on the Hyundai Equus, will retail for between $50,000-$70,000, according to AN, with Kia looking to move 5000 units per year. For comparison, Hyundai sold just under 4000 units of the similarly priced Equus last year, suggesting that Kia has rather grand ambitions for this car in the United States – a puzzling notion given that sales in South Korea are falling far short of expectations.
As part of the K900’s launch, a Super Bowl ad campaign will be used to roll out the car, a year after the $35,000 Cadenza hit showrooms. But selling a competitor to the Toyota Avalon and Chevrolet Impala is a much different proposition than selling what one dealer describes as “a 7-series value for a 5-series price.” No matter how much extra training and revamping Kia’s sales staff and stores receive.