Kia, the South Korean automaker, is set to launch its first electric seven-seater in the United States by the end of this year. Interested customers can already reserve the vehicle for $56,395 (including $1,495 shipping) for the base EV9 Light. In an effort to protect its customers from price markups, Kia has reportedly asked its dealers to maintain the prices at the Manufacturer’s Suggested Retail Price.

According to a letter obtained by CarsDirect and sent by Kia to its dealers in the United States, the company politely requests the retailers to prioritize the customers of the EV9. The letter states, “The EV9 customer is an important new owner to the Kia brand, and price transparency will be paramount as part of their purchase experience. We ask dealers to retail the EV9 without mark-up over the Manufacturer Suggested Retail Price.”