1 April 2011
Kia Optima: top car, tough market.
The third-generation Kia Optima would appear to be a winner in every sense of the word. Specification levels, design and performance are class leading while retail pricing is extremely sharp.
There are few if any weakness with the Optima sedan and it scores plenty of bonus points when comparisons are made with the likes of the Toyota Camry, Honda Accord, Mazda6, Ford Mondeo and the recently released Hyundai i45.
On price alone it even becomes an attractive alternative to the popular Ford Falcon and Holden Commodore, although the diehards driving these vehicles may still proclaim the benefits of rear wheel drive as a reason to stick with them.
The big question mark however is whether this market segment has any short or long term growth potential. In other words, is the cake going to get any bigger or is it a matter of simply dividing it into more slices. If it’s the latter, then any new-boy on the block is going to have a fight on its hands making in-roads against the more established brands.
NZ motorists have been given a bitter long term pill to swallow recently in regards to fuel prices.
The days of cheap fuel appear to be over and as a result households are facing increases in every direction. The face of motoring in NZ is set to change because of this financial pressure with the demand for the mid-large size sedans such as the Kia Optima potentially reserved for the lucky few.
Todd McDonald, General Manger, Kia Motors NZ says that the “release of the Optima could be seen as a questionable move at a time when fuel prices are rising and there is evidence of the traditional sedan segment migration into SUV models. However, the reality is that Kiwis have a love for large sedans and the segment size is definitely worth having a model in to represent the Kia brand".
Potential buyers will discover better performance and fuel consumption figures than most rivals with the high compression 2.4 litre GDI engine (Gasoline Direct Injection) delivering 148kW of power and 250Nm of torque and a claimed fuel consumption of just 7.9L/100Km. CO2 of 189 grams per kilometre will also get the tick of approval for those doing tail pipe emission comparisons.
Complementing the engine is an all-new 6-speed automatic transmission with steering column mounted paddle shifters.
In an effort to provide a positive driving experience and one best suited to local roads, a team of Australian and NZ engineers joined forces to develop a unique suspension and handling package. On our press day drive the Optima handled open and twisting roads with ease.
Road and wind noise was conspicuous by its absence.
High global demand for the Optima has meant a limited supply to NZ resulting in a very modest target of only 200 vehicles this year. The main focus will be on the private market to achieve those sales.
As opposed to its sibling the Hyundai i45, the Optima will be offered in one spec only, an EX model.
The i45 which basically shares the same running gear is sold with four petrol options including a sequentially injected 2.0 litre engine. The smaller engine Optima along with a 1.7 litre diesel power unit is due for launch in NZ from 2012.
At $46,990 (excluding on-road costs) the Optima is seriously good value for money. The i45 for example is sold closer to $50K for an almost identical specification level.
Included in the Optima package is an 8-speaker Infinity sound system with MP3 and iPod compatibility and Bluetooth connectivity, a Sports Package that includes up-rated brakes, rear spoiler, body side skirts, alloy pedals and standout 18” alloy wheels fitted with low profile tyres. Full leather trim along with duel zone air-conditioning and steering wheel mounted audio controls all add to an impressive interior quality package.
Like the Japanese, the Koreans still don’t quite match the Europeans on a quality interior finish, the Optima being no exception; however it does offer very easy occupant practicality and functionality.
A high level of safety equipment on-board the Optima includes Electronic Stability Control, LED daytime running lights, rain sensing wipers, LED rear taillights, six airbags, large front disc brakes, auto-defog windscreen, reverse sensors and a colour reverse camera mounted into the rear vision mirror.
Automatic door lock and unlock is another standard feature which some may find frustrating and unnecessary. Kia has that covered however with a driver option to cancel if required. An in-built alarm for additional security is also standard.
For many wanting to stay in this market segment for lifestyle needs, the focus will be on fuel efficiency, safety, build quality and price. The Kia Optima may well be the perfect solution.