As far as automotive brands go, South Korea’s Kia has not yet acquired the sterling reputation common in other Asian brands, namely Honda and Toyota. Though part of the Hyundai Kia Automotive Group which is the fourth largest car manufacturer in the world, Kia has long played second fiddle to Hyundai, a brand who has managed to successfully transform its own image remarkably over the past decade.

New Factory

But Kia is working diligently to remake its image as well as to win the hearts of the American car shopper. In late 2009, Kia opened its first U.S. manufacturing plant in West Point, Georgia, a one billion dollar investment in the local community. That plant builds the Sorento, a medium-sized crossover model.

Kia has enjoyed much success in recent years thanks to the introduction of its youth-oriented Soul and its Forte portfolio now available in sedan, coupe and very soon as a five-door model.

New Optima

For 2011, its compact crossover Sportage will be updated as will its important midsize sedan, the Optima. That sedan is the subject of today’s review, a competitively priced and packaged car in the hot midsize car segment.

Kia used the venue of the New York International Auto Show in April 2010 as the backdrop for the next generation Optima’s debut. That proved to be a smart decision as the New York show is one of four American car shows offering widespread press coverage in addition to hundreds of thousands of visitors.

New Submodels

For 2011, the Optima enjoys several firsts including a turbo-charged engine option and a hybrid model. Both are important in a segment where four-cylinder models dominate and where V-6 engines are not a significant seller. With a turbo option, people who want more power will find it; with the hybrid, Kia will now be able to compete with the likes of the Toyota Camry Hybrid, Ford Fusion Hybrid as well as with its cousin, the popular Hyundai Sonata Hybrid.

Three trim levels are available for 2011: LX, EX and SX. As one example, the LX includes a dual exhaust system with chrome tips, solar glass, outside mirror turn signal indicators typically found in luxury cars and 16-inch steel wheels outfitted with 205/65R16 tires. The EX package features 17-inch wheels while the top of the line SX offers 18-inch wheels.

Inside, the Optima’s instrument panel is contoured toward the driver in order to provide a cockpit-like feel with gauges and controls positioned to give what Kia says is “sport performance experience” without loss of comfort or room. Yes, paddle shifters are present to give performance oriented drivers a sport touch.

Other important touches include a tilt/telescopic steering column, power door locks and windows, and an air-conditioned glove box perfect for keeping drinks cool. Cloth seating allows for a comfortable ride while a rear 60/40 split-folding seat provides a variety of seating and cargo arrangements.

New Engines

Under the hood, a 2.4-liter four-cylinder is standard with a 2.0-liter turbo-charged four-cylinder optional. The hybrid is also paired with the 2.4-liter engine and is expected to offer some of the best fuel economy in its class. Kia makes use of six-speed manual and six-speed automatic transmissions, depending on trim level.

Safety is an important feature too for the Optima and this model competes well in all areas including airbags, stability control, anti-lock brakes, traction control, brake assist and hill climb assist. Expect that this model will enjoy high crash test marks when those numbers are finalized this year.

Smartly Priced

Pricing has yet to be set, but in typical Kia fashion expect that the Optima to offer a competitive price will many amenities standard. That will help Kia compete in the medium sedan segment and give car shoppers one more reason why they should put the Kia Optima on their list.

Matthew C. Keegan is a freelance writer who resides in North Carolina. Matt is a contributing writer for Andy’s Auto Sport an aftermarket supplier of quality parts including cold air intake and fenders.