Pricing of electric vehicles, especially in the luxury SUV segment, has been a hot button topic among consumers and industry experts. The Kia EV9 is a premium electric SUV that costs a lot more than Kia Telluride (and other gas powered cars). This price difference begs the question of value proposition and long term cost of ownership. One has to consider the initial purchase price, how much fuel it can save on, how the maintenance cost is involved, and what are the overall feature set and technology provided with the EV9. The shifting EV incentives and potential resale value down the road only compounds the problem. One of the biggest hurdles consumers face in justifying the higher upfront cost of an electric vehicle over the familiar economics of gas powered alternatives. This question begs the question of whether the EV9's electric powertrain, advanced features and long term savings can make up for its premium price tag or not, for different types of buyers.