An adjustable cinching striker assembly for installation on a vehicle. The adjustable striker assembly includes a mounting frame for selectively mounting the adjustable striker assembly to the vehicle, and a striker moveably coupled to the mounting frame. A motor is coupled to the striker for moving the striker with respect to the mounting frame from an uncinched position to a cinched position, movement of the striker defining a cinching direction. The cinched position is adjustable with respect to the mounting frame.