Like many Kia
models, the Sorento comes in
several different configurations, each of which can be equipped with plenty of
options to top off the reasonably good standard equipment. There’s also a
significant range in price, considering that the most affordable Sorento, the
LX, sells for $27,795. That’s $2,503 less than the next most affordable SUV in
the category, the Nissan Murano.
All other intermediate SUVs cost more than $30,000.
According to Kia, its main
competitors in this category are the Nissan Murano, Toyota Highlander, Hyundai
Santa Fe XL and Ford Edge. There are many other models in the category, but the
ones listed here are the Sorento’s direct rivals. A fully equipped Sorento SX+ costs $46,695. It
includes a plethora of safety and comfort systems, and is powered by a V6 with
all-wheel drive. This trim compares very well to its previously mentioned
competitors. That said, the EX (mid-point trim) is the most competitive in
terms of equipment and options. Selling for $10,000 less than the SX+, it’s
equipped with a 2.0-litre four-cylinder turbo and all-wheel drive.
One SUV, two targets
According to Kia’s
marketing team, the new Sorento
isn’t just targeting other intermediates. Even though its dimensions haven't
changed, they believe this SUV will appeal to buyers looking for a compact SUV.
There’s no magic trick to make it smaller, buyers will instead be attracted by
the compact price of the base trim—plus the fact that the Sorento offers more
space for roughly the same price as a compact model.
Essentially, Kia
is betting that some people will prefer the Sorento’s added space over
additional equipment they might otherwise tack on to a compact SUV for the same
price. After all, the Sorento’s equipment level is pretty good anyway. The Kia Sorento intends to
challenge the Ford Escape, Hyundai Santa Fe Sport, Nissan Rogue and Toyota
RAV4. Some readers may add the Honda CR-V, Mazda CX-5, Chevrolet Equinox and
others, but the names mentioned here are the ones we got from Kia.
The belief is that compact SUV buyers are attracted by
lower purchase cost, lower fuel consumption, good value for money and all-wheel
drive. The new Sorento hits
all these targets, according to its manufacturer. However, keep in mind that
there’s the Sportage compact SUV in the same family. To this, the marketing
reps said that once buyers have crossed all the competitor’s models off their
lists, they will ultimately have to choose between the smaller Sportage or the
more spacious Sorento.
In fact, many manufacturers have a similar point of view.
Kia’s just being
much more open about it. And I’m certainly not going to question the marketing
policies of a manufacturer that has made spectacular progress on the world’s
markets over the past five years.
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