Well . . . we started with dealer's having what some people thought was excessive markup, but as we examined further it's really about value that the Telluride offers to what is out there. People with means willing to overpay because the alternatives to what they feel is value in a 3-row midsized SUV are slim and they are impatient. We heard Kia being irresponsible for not forcing dealers to price higher, we heard suckers for impatient buyers with means willing to spend more, we heard dealers being greedy for trying to make maximum profit in a free market and we heard competitors that use to be a solid choice no longer what they use to be. I think we are all trying to explain why the markups. I think it comes down to cars aren't like they use to be, the economy isn't the same as it was and buyers aren't operating like they use to. That's the crux of it, some buyers are patient and do their research and want to stick to MSRP, some buyers aren't patient and see the windows sticker with the markups ignoring MSRP and find value in other areas. We are all different and motivated by different things.
I tend to think that some shoppers tend to consider a lease and only want to keep their car for a couple years and they have an amount of acceptable loss because they will be buying an EV in a couple years. I agree with the comment above that electric vehicle adoption is the big unknown. But all the major manufacturers seem to think it's where they are headed.
With regard to Geely's global strategies, it should come as no surprise that the happy marriage with Sweden is starting to dissolve. They want a piece of the global market that Kia and Hyundai are jumping into feet first and to be the first major breakout Chinese car company to become a global player will be a big deal. You can't be global without breaking into the US. For now none of those Chinese car companies have had to go far beyond China since China has more car sales than any other country. BUT, when you consider the EV market . . . an EV is just an electric appliance with wheels that you sit in. As Tesla has proven the car can be a vessel for the technology. For example everyone knows the TV household names that export from Japan (Sony, Panasonic, Sharp) and South Korea (Samsung, LG). But all the other budget brands, Vizio, Hisense, TCL, Onn, etc. are all manufactured in China with a different circuit board and operating system and varying levels of quality. (FYI, Element TVs are the only TVs assembled in the US). What evidence do we have that global auto manufacturing won't follow the same path as the television as a household electronic appliance? After all, you will have to plug it in at home.
Ford has determined their exit strategy is to just focus on SUVs, Trucks and EVs because that's where their profit is going to come. GM just announced that Cadillac will go all electric and any dealers that don't like it can leave. So this is why there is a markup on Telluride SUVs, there is an opportunity for a market in high demand in the US amongst a number of different buyers and uncertainty in other brands and quality and reliability issues in others, while Kia looks like a sure bet. Maybe there is a market for cheap cars and SUVs that we use and throw away and replace every couple of years like iPhones. But in the US market we have a pretty big secondary used car market that also offers an opportunity to sell better quality cars. We like to haul and tow more than most and we also have more highways than some countries so we travel, so we like SUVs and Trucks more than some other markets. Many Americans buy or lease with depreciation in mind so if you have a car that will be better built and can be resold in a few years and you can enjoy the ride more for a few years, you are willing to take a little more of a loss for that opportunity.
I see your "Now get off my lawn!" and raise you:
“You have to know the past to understand the present.”
― Carl Sagan