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A luxury car without a luxury brand is almost an oxymoron in America, but the K900 has everything else it needs to compete with full-on luxury cars in America. There’s impeccable build quality, a RWD biased AWD system, a twin-turbo engine, supple leather, real wood trim, gadgets galore and respectable handling for a large sedan. Spending a week with the K900 made me wonder about brand and how it is perceived. It also made me wonder: did I like the K900, not because of the car itself, but because I liked the very idea of a counter-culture luxury car? Could that be reverse brand snobbery?

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