2007 Kia Optima Road Test

A Car to Aspire To?

There was a time, not too long ago, when Kia would have probably been the last carmaker new vehicle buyers would have aspired to own, but this mindset is changing. No longer do we think of the cute but rather remedial first-generation Rio, the even more antiquated previous-gen Spectra or for that matter the somewhat crude yet 4×4 capable earlier Sportage when the three-letter red and silver oval badge comes to mind. No, now that their more modern counterparts are amongst the most advanced in their respective segments, plus new models such as the Sorento, Sedona and Amanti have forever changed the South Korean automakers brand identity, Kia is a name that commands a certain amount of respect.

Being that the long list of models which I just mentioned are responsible for an even longer list of global awards, a trend Kia would without doubt like to continue with the launch of its all-new midsize Optima sedan, Kia, the automaker which also claims the industrys freshest model lineup, should be able to increase its stake in the U.S. beyond its current hold. 

And after a day poking around inside and out, busily searching for any clearly evident and potential problems, driving it through winding country roads and on high-speed highways, getting to know the cars strengths and shortcomings as thoroughly as possible, Ive got a feeling that the new Optima will become very popular, and at the same time continue modifying Americans perceptions about Kia.

The first, and possibly most important factor in wooing more Japanese-centric buyers away from Camry and Accord, is styling. Where the old car looked a bit too early-90s Chevy Corsica for my tastes, the new one has a unique character all its own. Yet in finding that character, Kia didnt resort to radical tactics, but rather had its designers create a conservatively attractive shape, less aggressive than some of its rivals, but still resulting in pureness of form, immediately recognizable as a Kia, yet at the same time a car that should appeal to most peoples sense of good taste.

To me, it looks best from behind. Its unique taillights are extremely stylish, again in a subtle, nothing-to-prove fashion. This minimalism encompasses the cars rear end design, and carries forward from the top, outside extremities of the rear lamps via a simple, elegant shoulder line, balancing a large greenhouse above and solid lower flanks below, highlighted by body-color door handles and mirrors before tapering into sculpted front fenders that meet up with a strong hood bulge at center and large, eye-like headlamp clusters at each side. From the front, a large horizontally grille pattern with four chromed strakes widens the car, giving it greater visual solidity, planting it more firmly on the ground.

Like the Optimas exterior design, Kia didnt attempt to break too many longstanding rules when forming the interior. The setup is conventional, the way most people like it, so you, like me, should find it immediately intuitive. The steering wheel is relatively thick and meaty, foreshadowing its soon to be realized performance capability, especially if covered with optional leather. Its general shape is ideal for proper hand positioning, with its topmost spokes curved where they meet the wheel so to comfortably accept a set of thumbs. The shifter is equally ergonomic, and like the steering wheel, lets on its performance characteristics by exposing a notched gate as well as a do-it-yourself manual-mode.

As much as I felt immediately comfortable with the cars primary controls, I particularly liked the gauge setup. The dials are large and clearly legible, and script simple and to the point - just like everything about this car. A closer look exposes needles that are clearly related to Hyundais Sonata, although not identical, which is not a bad thing but merely a point of interest. There is little else that lets on the two cars share a significant number of hidden components, which allows the Kia an almost completely unique identity inside and out.

Still, like the Sonata theres very little flash in the Optima. Leather can be had, for sure, and a decent quality, immediately raising the driver and passengers experience to a near-premium level. There are also a few aluminum-like trim details that give it a technical feel, but unlike most other cars Kia has spiced up these surfaces with a carbon-fiber like pattern, especially noticeable on the center console and shifter surround.

That transmission bridges todays technology gap with five forward speeds, the least of automatics still offering four and the most advanced in the midsize entry-level segment delivering six. Mated to the 185-horsepower 2.7-liter V6, not the most powerful engine in the class but still energetic enough to feel sporting, shifts are crisp and precise, but then again, not so much that it forgets the need for refinement. When the manual-mode is used, the transmission holds its chosen gear right up to redline before shifting, not my favorite attribute as I would rather it hold its gear indefinitely, but more importantly maintains a given gear through corners, allowing for quicker acceleration out of the curve.

And it handles quite well, by the way, having snaked its way through some rather circuitous roads on our days travel. The Optima is set up with MacPherson struts and coil springs up front, designed to be more entertaining than the multi-link system in Hyundais Sonata, and I suppose if such a system is good enough for BMW, we should commend Kia for choosing it instead of merely adopting the Sonatas setup. Theres some truth to the simpler setup saving money too, which of course should be passed forward to its new owners, so again, not a bad thing. Like the Sonata, the rear setup is multi-link with coil springs, delivering stability over even rough surfaces.

Without having the two cars side by side for a direct comparison on the same roads, its difficult to say which one is more capable, per se, but having spent about nine months in a new Sonata, a car that I consider to be admirable amid rapid-fire corners, Id still give the nod to the newest arrival. To strengthen this argument, its important to take into consideration that Kia has also set up the Optimas suspension more firmly than Hyundai did the Sonata, and therefore its tauter ride made it seem more agile, with less body roll during tight bends. The tradeoff is a slightly less compliant ride, although Id be shocked if anyone complained about it being rough.

Finally getting back to the hotel, I couldnt help but notice a number of well-heeled guests checking out the lineup of new Kias, all bright and shiny in a multitude of shades and colors, trim levels and unique details. Changing perceptions? Even among the wealthier clients of this 5-star establishment? This is clearly a good sign. No doubt such potential clients would want their Optima fully stocked, but for those less endowed Kia offers a lot of standard goodies for what is expected to be a paltry sum. The previous model starts at only $16,400, so the new one should cost much more. This buys the baseline 161-horsepower 2.4-liter inline-four and five-speed manually equipped car, with CVVT technology no less, easily up to the task of moving five occupants and a rather large 14.8 cu-ft trunk full of luggage at a brisk pace. Also standard is one of the more spacious cabins in the midsize segment, at 104.2 cu-ft, which translates into a truly roomy and comfortable interior no matter where youre sitting.

Occupants will take comfort in knowing that a full allotment of airbags are ready and willing to deploy if called upon, two advanced units up front, of course, as well as front seat-mounted side airbags and full-length side curtain airbags, for a total of six. Active front headrests add to the safety features, as do standard ABS-enhanced four-wheel disc brakes. Also for accident avoidance, the Optima gets a standard tire pressure monitoring system, which can help to save money in fuel too.

Together with the items already mentioned, the new sedan gets a healthy assortment of standard features, such as power windows, power door locks with remote entry and alarm, power and heated side mirrors, air conditioning, cruise control and an anti-theft electronic immobilizer, plus it also gets a number of no-cost features that arent normally part of this segments standard menu, such as steering wheel mounted audio controls, and heated front seats with five-way temperature control (delayed availability in cloth upholstery models). The Optima also sports blue illumination for the gauge cluster and center console switches, although it was difficult to fully appreciate during my daytime drive.

While Kia hasnt finalized any details yet, or at least hasnt announced anything (so take the previous paragraph with an estimate only), a number of top-tier features will be made available. Theres the more ppowerful V6 drivetrain, of course, plus the option of electronic stability control, proven to reduce potentially fatal accidents. Leather seats will also be on the menu, which truly dress up the interior as mentioned previously, plus automatic climate control, one of my favorite convenience items will probably come bundled with the upgraded seats. A tilt and telescopic steering wheel will enter the picture mid-grade, while the next a power glass sunroof will also be available. A CD player, along with an AM/FM audio system, is standard across the line.

Also, an Appearance Package can be had that includes 17-inch wheels shod with Michelin tires, a blacked-out front grille and darkened headlight lenses, plus aluminum interior trim. Furthering its sporty demeanor, the Appearance Package for EX models adds black interior trim accents and black leather seats.

The final question many buyers will have is whether or not the new Optima will prove reliable, and to that end theres no certain answer. On the negative, Kia has struggled to rate highly with various third-party consumer surveys, yet this problem seems to be trending to the automakers advantage, rather than declining. With J. D. Power and Associates, for instance, Kia has been making significant headway. Once relegated to the bottom, no doubt as much due to perception as it has with reality, Kia has been rising through the ranks, and more importantly has been improving its problems per 100 vehicles rating. In the 2003 Initial Quality Study (IQS), the South Korean brand was rated 34th out of 37 nameplates, nothing to brag about, with 168 problems per 100 vehicles sold, all cars tested being within the first three months of ownership. One year later the same study found Kias fortunes improve, to 31st position and only 153 problems per 100 vehicles. The 2005 study didnt show much movement in ranking, moving up only one notch to 30th place, but its problems per 100 units fell dramatically, to 140. The latest 2006 study is its strongest showing yet, in 24th place with 136 problems per 100 vehicles, now ahead of such industry figureheads as Mercedes-Benz, BMW, Saab, Hummer and Land Rover, not to mention a number of direct rivals such as Subaru, Mazda, Suzuki and Volkswagen. What may be a better sign of the Optimas reliability, however, is how its close relationship with the Sonata may pay off. Hyundai moved into 3rd place behind Porsche and Lexus respectively, passing both Toyota and Honda in the process. There were many, of course, which were rated higher than Kia, but the trend is definitely in the South Korean brands favor. The many shared components should theoretically help increase the Optimas initial quality levels above its predecessor, and possibly even into Sonata territory - our long-term Sonata, by the way, has been faultless.

Lastly, Kia deserves credit for one of the best warranties in the business: bumper-to-bumper for five years or 60,000 miles, plus 10 years or 100,000 miles for its powertrain.

So, will the Optima continue Kias rise to greater fortune and respectability? Granted any unforeseen calamity, the automakers latest entry should win over more long-term fans to the red oval than any car before it. Its elegant yet sporty styling, well-engineered mechanicals and high-quality interior, with superb fit and finish I might add, will impress those used to the shoddier construction of some domestic brands. Kia clearly isnt becoming the fastest growing automotive brand in the world by chance, and hardly takes its mission of winning your future business lightly. And you never know? You just might find the new Optima is exactly what you need, as well as what you want. Changing perceptions is a long, hard business, but Kia seems prepared to keep building better and better products to win us over, and in the end it might even become a brand to aspire to.

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