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Kia Introduces 2023 Sorento, But It´s Still Overpriced

Kia Introduces 2023 Sorento, But It´s Still Overpriced

At first glance, the price of the new 2023 Kia Sorento looks pretty reasonable. Starting at $31,285 for the LX model (the most basic one), it´s only $440 more expensive than last year. However, according to Consumer Reports, the Sorento is sold in showrooms for 21% over MSRP, making it one of the worst deals on the market today.

Is It Worth It?

This isn´t to say that the Sorento is a terrible car. Styling-wise, the 2023 version has changed very little from its one-year older brother: same grill, same headlights, same bulky-yet-slick design. But besides the rampant inflation, there´s another reason for the ever-so-slight price hike of $440.

The base LX version does gain Blind Spot Collision-Avoidance (BCA), Rear Cross Traffic Collision Avoidance, and Safe Exit Assist as standard features. Other trims aren´t left out:

  • S: wireless smartphone charger
  • EX: 8-way power front passenger seat and frameless rear-view mirror
  • SX: 12.3-inch color digital instrument panel, power-folding exterior mirrors, and rain-sensing windshield wipers
  • SX Prestige: standard AWD, gloss back exterior accents, revised bumpers, a 115-volt power inverter that can charge household items such as a laptop, Homelink, and retractable rear door shades.
  • X-line package: unique bumper and exterior details, 20-inch alloy wheels, and bridge-type roof rack.
2023 Kia Sorento X-Line driver side interior
2023 Sorento X-Line Interior

Hurting Sales Numbers

Of course, all of that is cool, but there´s very little point in adding a few safety features when dealers around the country hike up the price by 21%. The LX version has an MSRP of $31,285, add 21% to that, and you´re looking at a whopping $37,854 for a standard Kia.

Also, consider that the most expensive Sorento (the X-Line SX Prestige) comes in at $44,885 MSRP; add 21% to that, and you end up at $54,310.

Therefore, it´s not surprising that the Sorento isn´t selling as well as it used to. According to GoodCarBadCar, the Sorento sold 107,846 units in 2018, whereas it´s currently at 65,341 units sold in 2022 and will likely end up in the 80,000 range at the end of the year.

blue 2023 Kia Sorento SX driving down mountain road
2023 Sorento SX

Now, there´s more to it than just the rise of MSRP, of course. The giant supply chain issues and economic uncertainty aren´t helping Kia or any other car maker. But we can´t help but think that the blatant dealership markups aren´t beneficial to the popularity of the Sorento.

Not Just The Sorento

To add insult to injury, it´s not just the Sorento that is marked one of the ´worst deals´ in October, according to Consumer Reports. The Sorento ends up in the third spot on the list, whereas the second place goes to the Kia Sportage (+21% MSRP as well) and the Kia Rio (+24% MSRP). Therefore, it seems Kia has no problem squeezing its customer base for every last penny it got.

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