With the K900, Kia Takes a Shot Beyond the 3-Point Line, Kia is heading upmarket with the K900. To help sell more of the large sedans, the N.B.A. superstar LeBron James signed on as the car’s “luxury ambassador.” Apparently, he wants all of us to know it is right at home next to his Porsches, Lamborghinis and Ferraris.
The K900 is not a sport sedan. It’s a comfortable land yacht more reminiscent of big, classic American luxury cars than of the BMW 7 Series; indeed, it should soak up Cleveland’s biggest potholes effortlessly.
The interior is stuffed with wood, leather and technology. The exterior cuts a handsome, conservative silhouette. Kia has successfully addressed the needs of value-seeking customers looking for comfort, but buyers demanding a luxury pedigree are harder to impress. Sales have been tepid, with just 1,106 K900s sold this year, through September.
The starting price of a V8-equipped model is $60,400. The $66,400 window sticker of my test car, with the $6,000 VIP Package, raised eyebrows.
Of course, the K900’s real mission is to lift the public perception of Kia. If LeBron is trying to impress the neighbors, his Kia luxury car will certainly grab the attention of any accountants in the neighborhood.
