So if you only consider the appearance of the new models, it's simple. Because the old models lose value and thus become even cheaper.
On the other hand, the general annual price adjustment (not just kitchens, in general) is usually carried out at the beginning of the year.
But the mere fact that the "Berater" (i.e. salesperson) says that would make me more skeptical than rushed.
After all, his (percentage) commission would rather increase than decrease due to the price increase. That means other reasons seem to prevail (perhaps acute need for vacation money compensation, preparation for his annual financial statement, etc.)
One should free oneself from the idea with any kind of salesperson that they want something good for you. Then life is more relaxed and one also makes more sensible decisions.
The few salespeople nationwide who really want that might then fall through the cracks, but you won’t fall for the other 99%.