2011 Kia Optima: Automaker’s amnesia!

It seems that Korean automaker Kia has a case of amnesia. Company directors have forgotten that for years they specialized in medium-quality cars at best. Many of you will remember that the brand made its debut in Canada a little over 10 years ago and, at the time, its vehicles were among the worst in their category.

As time passed, however, their products improved and the majority of their vehicles offered average quality and performance. The last three to four years have seen this less-than-stellar heritage relegated to a long and forgotten past as Kia products now feature modern styles and their mechanical design and execution are often better than average. Take, for example, the Sportage: a compact SUV that sat in the middle of the pack until the 2011 version came along. This model is so brilliant that it was chosen as Crossover of the Year by the Guide de l'auto 2011, our French print publication. Enough said.

The trend doesn’t stop there. Consider the car that will replace the Magentis, a compact sedan that offered a lot for its price, which was its main appeal. The Magentis will be replaced by the Optima, a moniker already in use on several markets, including the U.S. In Canada, GM had the rights to this name, but they finally settled the matter and the newcomer bears its original name. The Magentis is dead. Long live the Optima!

More seductive

In the past, the Kia name was associated with vehicle aesthetics that left something to be desired. The Magentis was positively anonymous while the Amanti was a painful caricature. But since stylist Peter Schreyer joined Kia’s design directors, things have changed dramatically for the better. Not only do Kia cars look terrific, they often stand out among the crowd with audacious yet elegant lines. Like all Kia models, the Optima bears the "tiger nose" signature grille. It dominates a sizeable bumper face bar whose extremities stretch up toward the vehicle’s sides. Meanwhile the long and narrow headlamps are framed in black for added visual punch.

I should also mention the ridges on either side of the hood that give the vehicle a more athletic appearance. The side panels are enhanced with chrome strips that extends to the front for added impact, while the lower part of the body features a raised bar to break the monotony of the large side panels. Finally a sculpted beltline makes this sedan look burly, as do the contoured wheel wells.

In the rear, the trunk hood features a sporty shape while the horizontal tail lights make you think the vehicle is wider than it really is. Note that you can order LED tail lights, like on the most stylish German cars.

With this kind of good looks on the outside, we would have been disappointed if the dashboard presentation had been bland. But such was not to be the case. In fact, the stylists designed the dash to be primarily angled toward the driver, creating a kind of divide between driver and passenger. Before I forget, I’ll mention that the storage spaces in this Korean car are numerous. What’s more, the attention to detail is noticeable everywhere, thanks to the mood lighting in the doors, the front lamps and the reading lamps in the back. The two electroluminescent instruments are easy to read and separated by a display panel
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This vehicle pampers its occupants, but especially the driver who sits comfortably in a seat with good lateral support and multiple seat adjustment options. The steering wheel fits nicely in your hand and can be adjusted for height and depth. Controls on the wheel activate cruise control, the radio and the switch for the Active ECO System that puts the car into economy mode. Heated and cooled seats are available on option – an interesting feature for a car in this category and price range.

Naturally aspirated, turbocharged and even hybrid

The modernization of the Kia fleet goes right down to its engines and transmissions. Say goodbye to the era of noisy engines derived from old powertrains  manufactured under license. Optima buyers have a choice of modern, high-performance engines.

The more economical versions come with a 2.4-litre four cylinder engine that produces 200 horsepower and 186 lbs-ft of torque. It can be paired with either a factory-standard manual six-speed transmission or an automatic available on option with same number of gears. If you prefer more responsive and sportier performances, you can order another four cylinder engine. This one is a 2.0-litre turbo with 274 horsepower and 269 lbs-ft of torque. It comes with an automatic six-speed gearbox only. This transmission lets you switch gears yourself using the steering-wheel-mounted paddles. All Optima models with the six-speed automatic transmission come with the Active ECO System. This mechanism alters the transmission and engine to improve fuel economy without excessively hindering performance.

We’ll finish the mechanical tour of the Optima by mentioning the MacPherson suspension in front and the multi-link suspension in the rear. In terms of electronic driving assistance, you get ABS brakes (of course), emergency brake assist and the electronic stability control. Kia goes a mile further for its clients by offering the hill holding  mechanism to help you start on hills. By holding the brakes for two seconds, it gives you time to press the accelerator and thereby prevents the vehicle from rolling back.
And, for those who like gadgets, you can equip your Optima with an indicator that shows the position of the steering wheel when you start, if it is turned more than 90 degrees. Buy the EX Luxe model and get stainless steel rocker panels with integrated lighting.

Built solid

I had the chance to drive the best equipped and sportiest member of the Optima family, the SX Sport Turbo. In addition to its more powerful drive train and sport suspension, this trim level stands out with exclusive bumpers, a different grille, 18-inch alloy wheels and more powerful brakes. As for its presentation, note that it has LED tail lights and a small spoiler on the trunk cover.

The test drive was relatively short – just over 60 minutes – but it gave me enough time to conclude that this car has a very rigid platform, a well-designed interior with complete trim, and the turbocharged engine delivers more responsive performances. But don’t go thinking that this is a speed machine. This more powerful version offers better accelerations and pick-up than the regular version.

I was pleasantly surprised by the power steering, as it offers better-than-average resistance, which is much appreciated. Good marks for the just-right sport suspension. While it doesn’t make this Korean sedan overly stiff, it offers a good level of firmness that prevents roll on corners. Plus it gives you neutral seating for sport driving. Though I didn’t put the brakes to any big challenges, they seemed powerful and well modulated.

In light of my short ride in the Optima and a general inspection of this sedan, I must admit that Kia is offering excellent value for money. The quality of the materials and assembly is notable. This car is the enemy sister of the Hyundai Sonata, which has graced our market for about a year and is constantly impressing drivers. Unfortunately for the sister company, the arrival of the Optima should make them worry. And just like the Sonata, in addition to its naturally aspirated and turbocharged engines, you will soon be able to order the Optima as a hybrid.

There you have it. We are a long way away from the mediocre vehicles offered by the few dealerships who dared to trust this newcomer. I bet they’re feeling pretty smug now.