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In its first two months, Kia sold 365 K900s.
DETROIT -- Kia is taking the slow and steady approach to its freshly launched K900 luxury sedan.
The K900, backed by the comedic âMatrixâ-themed ad campaign, is Kiaâs most expensive and luxurious model to date.
âWeâve positioned the vehicle in what we define âthe sweet spot,ââ said Michael Sprague, executive vice president of sales and marketing for Kia Motors America. âThatâs between the mid-luxury space and premium-luxury space. If you think of the BMW 5 series versus the BMW 7 series, weâre kind of right in the middle.â
The K900 starts at $60,400, including shipping.
Before the K900, Kiaâs most expensive model was the upscale Cadenza, which starts at $35,900, including shipping.
The automaker is taking its time, first selling the sedan on the West Coast in March. Kia is now moving the K900 inward to continue the delicate rollout, said Sprague.
Kia sold 105 K900s in March and 260 in April.
âItâs been a very slow ramp-up. We had to make sure that we got the vehicle right. Itâs our first foray into the luxury space, and if we donât do it right, we wonât get another chance,â Sprague told reporters after a presentation during the Automotive Press Association luncheon in Detroit.
âWe sold a couple in Ohio earlier this week, so by the end of this month, they will start to be here in southeast Michigan.â
With the K900, Sprague said Kia is targeting âconfident individualistsâ who are looking for something unique.
Confident individualists, Sprague said, donât let brands define them. They donât have to showcase their wealth and success with a particular brand because they are confident in what theyâve achieved.
Kia also is going after the âtech-obsessed consumerâ with lane departure warning, blind-spot monitoring and adaptive cruise control.
For those whoâve asked why Kia is jumping into the luxury pack, Sprague was succinct.
âWe see other luxury brands moving down into the mass market space, the sub-$30,000 area,â Sprague said. âWe ask ourselves, why canât we move up in their space?â
Sprague said there isnât a volume target that will define success for the K900.
Instead, he said the focus is to lift brand awareness and consideration.
âAre the dealers seeing it draw traffic into their stores, not just for that vehicle, but other vehicles as well,â he said. âItâs a lot of different factors. Itâs not just a sales number.â
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