![]() The new Kia Carnival minivan has also been popular, especially since it’s one of only a few such models on the market today. But their pricing power has clearly benefited from Kia America’s marketing and product line-up decisions.Įven before supply chain problems started slowing vehicle production, some Kia models, like the Telluride SUV, were already regularly selling for over sticker price. Instead, he said Kia now markets the design and attributes of the vehicles themselves, such as sportiness and, in the case of electric and hybrid vehicles, technology.Īs with other car brands, Kia dealers are independent businesses that can set their own prices. “We’re not marketing ourselves that way.” “It’s not a question of that Kia might not be a good value because I still think we are,” he said. Kia has also been deliberately working to get away from its image as a brand people buy for the low price, Russell Wager, Kia America’s vice president for marketing, said in a recent interview with CNN Business. “You’re getting a lot, still, for the money even if you’re paying more now or more than for the competitor,” said Ivan Drury, an auto industry sales analyst with. With today’s tight car market, dealers are able to cash in on some of that perceived value. First, it’s a testament to what customers have long found in Kia’s cars and SUVs - a good value for the dollar. There are three main reasons for Kia’s top ranking in dealer price markups. That’s especially remarkable since the average Kia purchase price was about $36,000. Even on a straight dollar amount basis, Kia still ranks second of all car brands in America, with customers paying, on average, $2,183 over sticker. But the average purchase price for a Land Rover SUV in the US is over $94,000. In dollar terms, Land Rover has the highest dealer markups, with customers paying an average of $3,686 over the sticker price, according to. Roughly tied for second, at 4% above sticker price on average, are Honda, Hyundai and the luxury SUV brand Land Rover. On average, Kia cars and SUVs are selling for about 6% over their sticker price, according to data from. It isn’t some luxury or performance brand it’s Kia, the South Korean car brand usually thought of as a value purchase. But the brand with the highest average percentage markups might be the biggest surprise. This is thanks to high demand paired with hobbled production due to global parts supply problems. Reversing a century of tradition, most cars now sell for over the manufacturer’s sticker price.
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