2007 Kia Optima Review

Revised Optima to Premiere in Frankfurt this September

Since it debuted in model year 2001, Kias Optima (Magentis in other markets) has been a bit of a wallflower in the hotly contested midsize sedan market. The top selling Honda Accord and Toyota Camry get most of the limelight, and more recently Chryslers 300, albeit more of a large car, has literally stolen the show.

But Kia hopes its new, completely revised Optima gets a little more attention than its conservatively penned predecessor, thanks to sleeker styling, a larger overall footprint, and the always critical value proposition the South Korean brands vehicles offer.

And theres a good chance that its new D-segment four-door will turn more heads than the original. While hardly as neck-snapping as Dodges new Charger, for instance, the new Optima will appeal to those looking for a slightly less dramatic, but still understatedly elegant entrance. After all, some people would rather not have their car announce its arrival from blocks away, preferring a more subtle approach.

This is one of the reasons why Toyota sells so many Camrys, that and unshakable customer loyalty developed over decades of reliable service. But Kia, ranked quite low in J. D. Power and Associates dependability (VDS) and initial quality (IQS) studies, doesnt have such laurels to rest on, and therefore has to be better than the best when it comes to styling, performance, and perceived quality, plus hit the market noticeably more affordable than its top-selling Japanese rivals.

While the Optima has clearly been designed so as not to offend, and performance is limited to a 2.4-liter inline four-cylinder in base guise and 2.7-liter V6 in top trim levels, its value proposition will have to be very convincing indeed.

To its credit is the new Optima overall size, longer, wider and taller than the outgoing model. The wheelbase has been pushed out to 107.1 inches, which allows greater legroom front and rear, a larger trunk, and a smoother ride. Its 186.4-inch length, 71.1-inch width and 58.3 inch- height, make it one of the largest in its segment. Yes, a little checking will show that its almost identical in size to its Korean category rival, the recently revised Hyundai Sonata, which measures in with a 107.5-inch wheelbase, plus a length of 189.0 inches, width of 72.1 inches, and height of 58.1 inches.

This “coincidence” is hardly news to those up on Kia. As you may remember from the previous 2005 Spectra, 2005 Sportage and 2006 Rio reviews, which share general architectures with the upcoming Hyundai Elantra, new Tucson and future Accent respectively, Kia was purchased by its larger competitor recently and is now undergoing a systematic metamorphosis, with the replacement of each new model, whether Kia or Hyundai, sharing as many common components as possible. And compared to some competitive automakers which try to take advantage of economies of scale by cloning a successful model, giving it a new grille treatment and selling it under another banner, Kia and Hyundai have done a pretty good job of separating their twins at birth.

The new Optima is no exception to this rule, sharing much with Hyundais terrific new Sonata and looking fairly different in the process. Only the rear end design shows similarities, mostly in the taillights, but the changes are enough to give Kias new sedan a unique fingerprint on the midsize segment.

Due to the new Kias roots, its safe to assume it will be a strong performer in a variety of ways. First of all, it should handle as well or better than most of its peers while delivering a compliant ride. Compared to its rivals, acceleration should be strong in base guise, but most likely biased more towards fuel economy rather than out-and-out speed.

Kia doesnt make mention of available transmissions, but expect a five-speed automatic with manual mode for top-line editions, plus a five-speed manual or four-speed auto for four-cylinder cars. I know, if any engine needed more gears to optimize lower output it would be base four-cylinder models, but thats not how the marketers think. They want a low entry-level price and reason for buyers to move up-market for a better equipped model. Fair point.

One thing Kia didnt skimp on, however, is the Optimas long list of active and passive safety features. Safety sells big time in the new economy, with even the aforementioned muscle cars having to tout multiple airbags, safety cage construction methods and electronic stability control to woo customers. The same goes for the more mainstream models like Kias new Optima, which will include ABS, ESP stability control, rear parking sensors, front, side and curtain-type airbags, plus active (anti-whiplash) front seat head restraints, depending on which trim level is chosen.

While the new Optima might not be bold enough to whip up a commotion among midsize sedan buyers the way Chryslers 300 has, it just might sneak in unawares and attract a large enough contingent of would-be buyers away from its more conservative competition to impact the segments sales charts.

The company has opted for this subtle approach with each new model debut, and is growing at such an alarmingly fast rate that it would be foolish to question their methods.

“Through hard work and dedication, we have totally transformed our product range in recent years,” commented Yong-Hwan Kim, Senior Executive Vice President and COO of Kia Motors Corporation. “Starting with the Sorento SUV, followed by the A-segment Picanto (not available in North America), the C-segment Cerato (sold as the Spectra in North America), the Sportage compact SUV and most recently the all new B-segment Rio, we have demonstrated Kias determination to deliver a modern, highly competitive range of cars with immense customer appeal in Europe and throughout the globe.”

And Kia has been winning accolades from owners and the automotive press with its newest offerings. The Sorento has won award after award in every market it sells in, while the Spectra has followed a similar pattern. Many, including myself, consider the Sportage, along with its Hyundai Tucson cousin, two of the best compact SUVs in the segment, so it would come as a major surprise if the Optima wasnt equally good.

“With the Magentis (Optima) launch, we will have competitive models in the A, B, C and D-segments as well as the MPV and SUV sectors, maintaining the momentum of our rapid growth and our ability to attract more and more new customers,” added Kim. “With every new Kia model we have also demonstrated the growing Power to Surprise of our developing global brand.”

The new Optima will be shown in the metal on September 13, at the Frankfurt International Motor Show.