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Kia is taking a bold step with its latest Mojave/Borrego here in the states. It's not that it will be offering an SUV for the first time of anything like that, but that for the first time, their will be an offering with a base price at $30,000.
The Borrego as it will be known to us (other markets will get the Mojave nomenclature) will be placed in a highly contested market, the likes of which include the Nissan Murano and the Honda Pilot, heavily established players in the market.
Though many have expressed doubt about the ability to sell a $30k Kia, especially when Kia's average price of sale is in the sub $15,000 range, proponents once again hope Kia's ability to offer feature rich products at a price lower then comparably equipped will once again buoy their sales.
Our Take? A higher prices should be accompanied with a increased level of costumer service as well, not to say that Kia is bad, but buyers expect that much more when spending that kind of coin. Though the Korean makes continue to push up market, do not doubt their ability to succeed. There's a formula for success that will carry them to the next level, much in the way Lexus did, even with the level of doubt present at its inception.
Kia’s Mohave Enters U.S. Market
via Dong A-Ilbo
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