CLE ELUM, Wash.--Is this an opportunity or a case of bad timing?
Kia is launching its midsized 2009 Borrego as the market for SUVs is collapsing.
"There is some migration from full-sized to midsized (SUVs), which we think plays well for the Kia brand," Tom Loveless, Kia Motors America's vice president of sales, said at a media event. "For us, it is an opportunity to enter a segment where we have never been, and it is also an opportunity to go after a consumer that we really haven't had access to."
Translation: The Borrego is Kia's most expensive vehicle, aimed at consumers who spend $27,000 to more than $40,000 for such SUVs as the Nissan Pathfinder, Toyota 4Runner, Ford Explorer, or Jeep Grand Cherokee.