The last time Kia dared to brave the D-segment market, well let's not go there. Yet judging by the quantity of those tearfully dull Magentis sedans we've seen on the roads, we'd be surprised if they sold four or five.
Why not once bitten, twice shy then? You see, the all-new Optima appears to be a very different beast, one with bolder looks and modern technology. Given the overall credibility of Kia's recent offerings, in fact, we wouldn't be surprised if this new offering gives rivals like the Accord, Mazda6 and Sonata quite a scare.
Interestingly though, it seems Kia has even bigger ambitions than the Honda Accord, Hyundai Sonata and Mazda6 as KIA SA marketing manager David Sieff puts it: The Optima will challenge German brands currently dominating this segment, and provide consumers with an alternative, when shopping for a luxurious mid size sedan”
The new Optima will make its local debut at the Johannesburg Motor Show next week, although final specifications are only set to be announced when the car is actually launched here early next year.
The car was penned at Kia's European design studio in Europe, to “draw the attention of the eye in the same fashion as a perfectly-tailored Italian suit,” in the words of chief designer Peter Schreyer. It's certainly bold by Kia standards, even if there is a bit of Saab influence apparent in those rear doors.
On the mechanical front, the Optima should ensure a decent ride via multi-link rear suspension and its modern range of engines aim to offer a good balance between performance and economy.
Though the local engine range has yet to be announced, overseas versions offer the choice between a 147kW 2.4-litre direct injection, naturally aspirated unit and a 204kW 2-litre turbo - both engines being petrol units and delivering power to the front wheels.
Expect the local version to be well kitted and judging by overseas offerings, it could offer novelties like a panoramic roof, infotainment system with rear-view camera and heated and cooled leather seats.