The Kia what? Can the latest Optima make a name for itself in a tough marketplace?


It’s Saturday and I’ve already covered 400 miles int he Optima. Yesterday, I drove to Goodwood to fly in a Spitfire for a feature that will appear in the Financial Times.

I rather hoped to turn up in an Aston Martin, a Morgan or something terrible British. But time and Spitfire flights wait for no man and so I arrived under the wire in the Optima.

I say that because Kia’s biggest problem is actually getting the Optima out there – people just don’t have a a clue what it is!

So in a market sector dominated by BMW these days (with the Ford Mondeo and Vauxhall Vectra lagging behind), the Koreans are going to have a tough job raising sufficient awareness of the saloon to get it noticed.

I’m not sure anybody spotted me arriving in the Optima. There’s nothing wrong with the styling but it doesn’t reach out and grab you. I’m not sure I want to blend in the the crowd just yet either…

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