2009 Kia Borrego: Right truck, wrong time?
As fuel prices reached all-time highs late last summer, Kia found itself introducing its newest vehicle to the American market at the worst possible time. Another big SUV into a market already overcrowded, with consumer buying trends heading in different directions. Fast forward to spring 2009, and as the U.S. prepares for vacation season amidst much lower fuel prices – but an uncertain economy – Kia once again finds itself facing challenging issues selling the new truck.