Kia EV9 discounts reach $7,000 in the US, but dealer markups still plague it

Kia had to resort to sending a letter to its US dealers practically begging them not to mark up the EV9's price, and yet it seems like this is still going on - not at all dealers, naturally, but some are even now charging about $7,000 above MSRP.

That's an interesting amount, because $7,000 is exactly how much you can theoretically get off a new EV9 purchase. Obviously, it makes sense to search for a dealer that isn't marking the price up to begin with, otherwise you'll just end up paying MSRP.

Starting this month, Kia is offering $5,000 in "Customer Cash" on the EV9, up from $3,750. With this factored in, the EV9 starts at just $51,395. If you go the lease route, you can actually get a $7,500 incentive.

But let's go back to paying for the car in full. On top of the $5,000 we already discussed, there's an additional $1,000 "loyalty discount" you can take advantage of, presumably if you are a loyal customer of your dealer (or of Kia? It's not quite clear). And then on top of that you can negotiate $1,000 more since there's a hidden dealer cash discount in that amount.

Interestingly, the EV9 became Kia's best selling EV in the US, overtaking the EV6. These cash incentives are definitely meant to keep its momentum going.

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