Kia Urges Dealers to Avoid Markups on New EV9 Electric SUV
The company sent a letter to its dealers earlier this week, saying 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 mark-up over the Manufacturer Suggested Retail Price.”
Kia has a history of dealers marking up its EVs, most notably with the EV6, which was released in 2022. Some dealers were charging markups of up to $20,000 over MSRP, which made the EV6 less competitive with other EVs on the market.
Kia is hoping that by asking its dealers to avoid markups on the EV9, it can make the SUV more accessible to consumers and help to grow its EV market share.
Why is Kia asking dealers to avoid markups?
There are a few reasons why Kia is asking its dealers to avoid markups on the EV9. First, the company wants to make the EV9 more affordable and accessible to consumers. EVs are already more expensive than gas-powered vehicles, and markups can make them even more expensive.
Second, Kia wants to avoid the negative publicity that comes with dealer markups. In the past, Kia has been criticized for allowing its dealers to mark up its EVs. This criticism has damaged the company's reputation and made it more difficult to sell EVs.
Kia EV6 (from KIA)
Third, Kia wants to avoid alienating its customers. When customers feel like they are being taken advantage of, they are less likely to buy a vehicle from that company again. Kia wants to make sure that its customers have a positive purchase experience, and markups can make for a negative experience.
What can consumers do if they see a Kia dealer marking up the EV9?
If consumers see a Kia dealer marking up the EV9, they can report the dealer to Kia's customer service department. Kia has said that it will take action against dealers who markup the EV9.
Consumers can also try to negotiate with the dealer to get a lower price. If the dealer is unwilling to negotiate, consumers can walk away from the deal and find another dealer.
Kia's decision to urge its dealers to avoid markups on the EV9 is a welcome one. Markups can make EVs more expensive and less accessible to consumers. Kia's commitment to fair pricing is a positive step for the EV market.
Consumers who are interested in purchasing the EV9 should be aware of the possibility of markups and should be prepared to negotiate with the dealer. If consumers see a dealer marking up the EV9, they should report the dealer to Kia's customer service department.