Kia shifts into the future

Kia Optima 2011. Photo / Supplied

There's a David v Goliath ingredient in the story of Kia's new large car, the Optima, due in New Zealand about "February-ish".

Kia is the "David" in the South Korean alliance with "Goliath" Hyundai. Kia has largely stayed in the shadow of Hyundai, poking its head out every now and again with the launch of a new car, inevitably a budget offering sitting model-for-model beneath its affiliate's line-up.

But the pecking order is changing. It began only months ago with the Sportage, a CUV (crossover utility vehicle) built on the same platform as the Hyundai ix35 but universally considered better to drive and look at.

Same so far with the Optima, which shares its platform with the Hyundai i45 sedan. The i45 went on sale first but the Optima (called K5 in South Korea) is beating the pants off it in its home market.

Kia has ramped up Optima production to meet domestic demand.

That's where the "February-ish" date comes in. Kia New Zealand general manager Todd McDonald aims to launch the Optima in February but shelters behind the "ish" add-on in case demand at home and in other, bigger export markets pushes the launch date back a few weeks.

McDonald has told his 22 New Zealand dealers to expect one Optima each from the first shipment.

"It's a conservative approach based on global demand," he said.

"Production of Optima is at 100 per cent. If you are producing 100 cars and you sell one to New Zealand at minimal profit, you are going to sell to the country with the most profit, where there are no transport costs.

"We expect supply restraints - demand for Kia overall is up 38 per cent globally."

The worldwide approval of Sportage and the positive early reaction to Optima is the result of Kia's aim to give its brand a distinct global face, the "power to surprise", an identity removed from stablemate Hyundai.

"[Optima is] a car that people will simply not expect from Kia - and that's exactly what we set out to achieve," said design chief Peter Schreyer.

That's one of the reasons why Optima is outselling the i45 Hyundai in South Korea. The look of i45 has been criticised as too fussy, with swooping styling cues reminiscent of the four-door CLS Mercedes-Benz.

The Optima, on the other hand, is seen as cleaner, stronger, bolder.

The car features a new interpretation of Kia's "tiger" family face - "powerful, yet kind of friendly" - that's edged by piercing projector headlamps. There's a raked roofline, high shoulder line leading to sculpted flanks, and an extended wheelbase, complemented by flared wheelarches and a shallow glasshouse.

Schreyer, who believes in the simplicity of a straight line, says the design gives the car a muscular, self-assured stance.

The Kia identity is a development process, he says. "It depends on the size of the car, the character, not always on the family face. Like BMW, the look is not always the same. But we want buyers to recognise Kia immediately."

Optima is longer, lower and wider than the Magentis before it. Its coupe-like profile is enhanced by the sweeping chrome arc that flows from A to C pillar, a distinctive design motif that visually lowers the car further still and enhances its cab-backwards proportions. In profile, it features a sharply creased C-pillar, mimicking the famous Hofmeister kink seen on all BMWs, and further hinting at Kia's premium brand aspirations. Lights with horizontal LED bars feature at the rear.

Kia itself looks back on the Magentis as a "good car but with no characteristics - too plain, white milk and ice cream".

Kia doesn't need to just bank on the Optima's good looks for sales because the car - like the Sportage - has been tuned for Downunder roads.

Former Toyota Australia engineer Graeme Gambold is part of a Kia team that, for the past six months, has been tuning suspension and steering to suit NZ and Australia conditions.

He is a consultant to the Snow Farm proving ground near Wanaka.

Tuning on the Optima test models on 200km of roads in and around Seoul was not fully finished, although one of the cars was close to NZ-spec.

The cars were let down by the tyres, run-of-the-mill Nexen rubber on 17-inch alloys that masked much of Gambold's work on the hydraulic steering rack and suspension: MacPherson strut/coils up front and a multi-link arrangement at the rear.

But the NZ-spec model appeared more composed all-round, its ride more forgiving on rutted sections of road and its steering not as woolly.

The NZ-spec Optima will be powered by a direct-injection 2.4-litre four-cylinder engine delivering 148kW of power at 6300rpm and 250Nm of torque at 4250rpm. The gearbox is a six-speed sequential automatic with paddle-shifters on the steering wheel. A six-speed manual is also available.

The 2.4-litre unit is more than adequate for Optima's place in the world. Expect the car to be well equipped, with dual-zone air-conditioning, leather trim here and there, steering wheel-mounted audio controls and wing mirrors with LED indicators.

There's Bluetooth and an iPod/USB/MP3-compatible audio system that includes a CD-changer and extra speaker power. Safety aids include six airbags and electronic braking and stability systems.

Optima is a biggish car, with a tidy and roomy interior. It will go up against the i45, Honda Accord Euro and Mazda6, among others, when it gets here in "February-ish".