DRIVEN: Kia K900 A Top Shelf Car For Those That Wouldn't Be Caught Dead In A Upmarket Brand?

Ever since Lehman Brothers collapsed nearly a decade ago, there’s been a rising anti-capitalist, anti-rich sentiment that’s permeated through college campuses and parts of America like some kind of toxic shiver. It’s become vogue to keep your indulgences under the radar, and this concept of stealth wealth is why a brand like Kia has managed to carve out a unique niche in the luxury segment.

When Kia brought the K900 to the U.S. in 2013, it was little more than an experiment the brand was hoping could help banish the perception that its cars were still cheap, low-quality wares for the proletariat. The K900 was already succeeding in its Korean domestic market, and abroad in parts of the Middle East and Russia, where its plush ride, solid construction, and understated presence quickly made it popular with those who didn’t want the ostentatious baggage associated with big barges from the West. When it landed in America, LeBron James even drove one for a bit.



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cidflekken - 10/8/2018 2:30:54 PM

+5 Boost

"It’s become vogue to keep your indulgences under the radar, and this concept of stealth wealth is why a brand like Kia has managed to carve out a unique niche in the luxury segment."

What???? Where does this author gather his information?

dlin - 10/8/2018 3:36:49 PM

+1 Boost

Exactly.

People who want to keep their wealth stealthy will drive S class, not a Kia. This statement is a paradox to start with.

zlives - 10/8/2018 5:37:22 PM

+2 Boost

hehe, Vogue is the wrong rag, try RobReport

NewQ - 10/8/2018 6:35:58 PM

+1 Boost

The S-Class isn't exactly subtle. It does tend to blend in with high-roller chauffeurs though, in places like London and NYC.

Still, I wouldn't call it a way to "blend in". An Audi A8 would be more suited to that task.

I'm still not sure where the "people want to be subtle" thinking is coming from though. That's not something I've noticed out and about in the world.

222max - 10/8/2018 4:01:04 PM

+1 Boost

I can't get with the usual brand-hate that churns up whenever the names Hyundai and Kia are uttered. This is probably a lovely car and in the day-to-day, just as satisfying as anything from Germany or Japan (90% of real drivers aren't pushing their cars to track-racer limits). But my problem with it is that it's just too conservatively styled.

TomM - 10/8/2018 5:56:31 PM

+3 Boost

Based on actual sales - it appears that FEW if any really would consider this vehicle - as a stealth item

Actually - Kia's are cars for people who might want something higher end - but really cannot afford the REAL THING - The discounts that KIA dealers heap upon these cars are gigantic - which is what is needed to move these things. There remains no prestige in buying a Korean car as a luxury alternative - proves you are cheap!

MDarringer - 10/8/2018 6:23:15 PM

-1 Boost

Nah, Tom it's no less stupid than suckers will fall for putting a "Maybach" badge on an S Class and paying a steep price increase for nothing.

NewQ - 10/8/2018 6:34:26 PM

+3 Boost

Well, the Maybach is actually a significantly different enough car to warrant its own badge. Extended wheelbase, exclusive exterior options, exclusive luxury-tuned V12, and softer more compliant suspension.

I've been in, and driven, both. It's more than a trim level, but not different enough to be its own model. That's why it's more of an enhanced version, and the price point is spot in, between an S-Class and a Ghost/Flying Spur.

Not all of the Maybach branded models are like this though. The S-Class coupe Maybach makes no sense to me.

TomM - 10/8/2018 7:27:58 PM

+2 Boost

Sorry Matt - Actually - I did not buy an S-class MERELY with an added Maybach emblem on it(I doubt Mercedes would allow a dealer to do that either) - I actually bought the real thing - almost 8 inches longer - and Luxuriously decked out beyond any S class. I do not know where you come up with this nonsense Matt.

MDarringer - 10/8/2018 6:24:23 PM

+2 Boost

The K900 is a stupid move. Hyundai/Kia has no discipline.

Given the Genesis G90, there should not be a Kia K900 in the USA.

NewQ - 10/8/2018 6:39:41 PM

+4 Boost

It's a great car, *for the price point*.

It's NOT an alternative to the S/7/A8/LS, because it's not as good. The interior materials look pretty nice, but aren't as high quality. The ride isn't as good, the engine isn't as smooth, the options aren't there, and I'm pretty sure it has manual window shades, just to name a few.

You can make the argument that it's ~75-80% of the way there, at 50% the cost, and that might be true. But it's not like you're getting an equal product for a lower price. Maybe you're getting a good value, but not an equal product.

People are willing to spend a lot more for a little improvement.

If I were shopping at this price point, I would seriously consider this as an option. But my budget is higher, and I'm willing to spend more to get the better car, rather than get a "bargain" and pocket the rest.

MDarringer - 10/8/2018 6:43:41 PM

-1 Boost

The K900 would be a great Cadillac Sedan De Ville.

valhallakey - 10/9/2018 12:15:01 AM

+2 Boost

They should lease them to police departments as part of the drug dog etc... program.

carloslassiter - 10/9/2018 11:35:35 AM

+2 Boost

How is that a bunch of guys on the internet can recognize that this vehicle has no chance to succeed, while Kia management is full speed ahead?