Kia Must Address the Outrageous Markup on the Telluride SUV


In the world of car dealerships, there is a fine line between fair pricing and blatant greed. Unfortunately, some dealerships choose to cross that line and exploit the popularity of certain vehicles to maximize their profits. One such example is the Kia Telluride, an SUV that has seen exorbitant markups in recent months. This article delves into the issue, highlighting the concerning price increases and the impact they have on potential buyers. It is high time that Kia takes a stand against these unfair practices and ensures that customers are not taken advantage of.

The Craze Surrounding the Kia Telluride

The Kia Telluride, a midsize SUV, has taken the market by storm with its stylish design, spacious interior, and impressive performance. Its popularity has skyrocketed, leading to high demand and limited supply. Unfortunately, this has given dealerships an opportunity to exploit the situation and inflate the prices to outrageous levels.

The Astonishing Markup

Back in February, stories started emerging about dealerships charging exorbitant markups on the Kia Telluride. While a $10,000 increase was already shocking, some dealerships have taken it to a whole new level. One particular dealer has been reported to be charging customers an additional $15,000 to $18,000 above the recommended retail price. This means that buyers could end up paying over $70,000 for a Telluride, a price that puts it in direct competition with luxury SUVs from well-established brands.

A Missed Opportunity for Kia

While it’s understandable that dealerships need to make a profit, there comes a point where it becomes pure greed. Kia, as the manufacturer of the Telluride, has a responsibility to protect its customers and ensure fair pricing. Failing to address these outrageous markups not only damages the reputation of the brand but also drives potential buyers towards competitors who offer better value for their money.

The Impact on Buyers

The inflated prices of the Kia Telluride have a significant impact on potential buyers. Let’s take a closer look at how these exorbitant markups affect the purchasing decisions of consumers.

Affordability Concerns

One of the main reasons people opt for a Kia Telluride is its affordability compared to other midsize SUVs. However, with markups reaching over $18,000, the Telluride’s price tag becomes less appealing. Buyers who were initially attracted to the Telluride’s value proposition may start considering alternatives from competing brands that offer similar features at a more reasonable price.

Brand Reputation at Stake

Kia has worked hard to shed its previous reputation as a budget brand and establish itself as a reliable and stylish option in the automotive market. However, the failure to address the outrageous markups on the Telluride puts this reputation at risk. Potential buyers may perceive Kia as complicit in these unfair pricing practices, which could harm the brand’s overall image.

Customer Loyalty at Risk

Building customer loyalty is crucial for any brand, and Kia is no exception. By allowing dealerships to exploit customers with inflated prices, Kia risks losing the trust and loyalty of its customer base. Buyers who feel betrayed or taken advantage of are less likely to remain loyal to the brand in the long run.

The Need for Kia’s Intervention

To protect its customers and maintain its brand reputation, Kia must take swift action to address the outrageous markups on the Telluride. The following are some steps the company can take to rectify the situation:

Setting Maximum Markup Limits

Kia should establish clear guidelines and maximum markup limits for its dealerships. By doing so, the company can ensure that customers are not subjected to unreasonable and exploitative pricing practices. This will also create a level playing field among dealerships and prevent price discrepancies that confuse and frustrate potential buyers.

Direct Communication with Dealerships

Kia needs to establish direct communication channels with its dealerships to address the issue of markups. By having open and honest conversations, the company can understand the challenges faced by dealerships while also conveying the importance of fair pricing. This dialogue will foster a sense of partnership and encourage dealerships to prioritize customer satisfaction over excessive profits.

Implementing Penalties for Violations

To enforce fair pricing, Kia should introduce penalties for dealerships that consistently violate the maximum markup limits. These penalties could include fines, warnings, or even termination of the dealership agreement. By holding dealerships accountable, Kia can ensure that customers are protected from predatory pricing practices.


The outrageous markups on the Kia Telluride are a cause for concern for both potential buyers and the reputation of the brand. Kia must take immediate action to address this issue and protect its customers from exploitative pricing practices. By setting maximum markup limits, establishing direct communication with dealerships, and implementing penalties for violations, Kia can ensure that the Telluride remains an affordable and attractive option for SUV enthusiasts. It’s time for Kia to put an end to this crazy markup and reinforce its commitment to fair pricing and customer satisfaction.

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