Kia Motors introduced a new Optima sedan at the 2006 North American International Auto Show today, heralding itself as the car company that going places. On the stage was the soon to be sold 2006 Kia Sedona minivan, and later, after the introduction of the Optima, Kia leader Ken Hunt debuted a new concept vehicle that Kia calls Soul. In the process, Kia spread the word among a mob of 6,000 supposed journalists that they were moving fast forward, building compelling product.

Yawn.
But wait just a minute. The 2007 Kia Optima is kinda exciting, if only that it promises to be the best value on the street when it comes to economy sedans. And buying something great for less is really exciting – at least it is for most Americans. Value may sound dull under the glamorous lights of the Auto Show, but in real life Value is downright bone-tingling. Consider, for example, that the Kia Optima will likely have more power than the four-cylinder Toyota Camry. The Optima four-banger is a 2.4-liter engine that produces 161 horsepower, and will be mated to either a five-speed manual or automatic transmission. There’s also a V6, which generates 185 horsepower, and will probably be outmatched by most of the competition – if power is your thing. The engine is only one aspect of this bigger and better Optima. Built on a completely new platform, it's longer and wider with more room inside -- enough to compete with the likes of the Camry, Accord and other mid-size sedans.

As a mid-size it does battle with some pretty scary monsters, of course, but the Optima more than holds its own when it comes to overall value – as long as the car is built with quality in mind. Even a 10-year warranty won’t take away the pain of a car that rattles, squeaks and breaks down all the time. Given recent advances in quality, and what seems to be a new focus on their core business by leader Ken Hunt, it’s safe to take a serious look at the Optima, especially if you’re in the market for a four-cylinder.

As with many Kias, there’s a lavish content package on the inside of the Optima, led by six standard airbags, and tilt steering wheel, air conditioning, power everything and a stereo system with six speakers. Options include Anti-lock Brakes (ABS), power and heated front seats, a leather package, plus more.

All of a sudden, Kia – and especially the Optima – has gotten quite a bit more exciting.

Photos by Ron Perry