Brands vs. Models

It’s not impossible to sell expensive vehicles under a volume brand, Chevy sells six-figure Corvettes and Ford moves Shelby snake-striped Mustangs at luxury price points. But those models, along with Suburban have their own brand power. KIA’s K900 and the very competent Stinger sports sedan haven’t attained iconic stature and it’s doubtful if the company will be patient enough to nurture these cars for decades. The good news is that KIA’s new Telluride SUV is a solid hit and has plenty of upmarket, brand-building potential.

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Self Confidence

For those few, about 400 buyers a year, who’ve secured a K900, there’s a lot to be happy about. They own a big, well-equipped sedan that if the brand name was changed, would cost far more. That owner must smile every time he or she encounters a 7-Series or S-Class. Of course the downside for K900 owners that have risen above brand snobbery is resale value since nice, three-year-old K900s with low mileage are available for $25-grand or less.

Behind the K900’s wheel, you forget every stereotype about the KIA label. The confident luxury is world class, from performance and handling to a cabin furnished in soft Nappa leather and tasteful wood veneer. A multi-channel Lexicon surround audio system is standard, along with a host of luxury gear that is commonly optional with luxury rivals.