KIA OPTIMA

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NEW YORK AUTO SHOW: Optima: Kia's first COTY?

Kia's Optima is taking awards left, right and centre but the local arm has its eye on another prize
discount new cars  » Get the best price on a new Kia Since its launch last year Kia's new Optima has been earning awards. They include plaudits from motoring organisations such as Edmunds' and Ward's for successes in judgements ranging from 'Top Safety Pick', to 'Most Wanted' and even 'Best Interiors'.
 
But Kia Motors Australia executives also want a Car of The Year (COTY) award, namely one granted by the likes of Wheels magazine in its decades-long awards program.
 
Would the new Optima make the grade?
 
"I think this car should definitely come into consideration," spokesman for the brand, Kevin Hepworth told the Carsales Network. "There are some great cars out there that never get COTY consideration, but every car manufacturer knows that the sort of recognition an industry-based media award brings is gold, whether they will admit it publicly or not."
 
Prior to his role at KMA, Hepworth was an experienced motoring writer and section editor, and well-familiar with the 'rules' of the awards season.
 
"There are a lot of things in its favour... It looks beautiful and it's picking up styling awards internationally. Almost universally the car is being praised for how attractive it is.
 
"In Australia Kia is still fighting away from previous brand perceptions. It's coming: Sorento started it, Sportage lifted it further and Optima should be the car that takes it into unarguable area where the brand is well-known for making attractive, serviceable vehicles," Hepworth believes.
 
"But there's still badge snobbery. You only have to look at [forum] conversations on websites. Then you get the defenders come in: those that have bought the cars, driven the cars and even those that are prepared to look further than just a badge...
 
"The people who've actually driven the Optima and the Sportage never post comments saying: 'what a dreadful drive that is'. Once people are in the cars, there's a perception change almost immediately. The challenge for us is to get them in our cars," he admits.
 
The other challenge for Kia is constrained supply of models like Optima for local showrooms. Current allocation for the attractive mid-size sedan is just 100 a month, which needs divvying between around 120 dealers nationwide.
 
"Five years ago, if a buyer was shopping for a Kia model and we didn't have the colour they wanted they'd end up in a Corolla or something similar... Now people are prepared to wait months for a particular [Kia] car they've ordered."
 
Kia models with a wait time include the Sportage, Koup, Optima and "just about anything with one of the company's new generation R-Series diesels", according to Hepworth.
 
After making successful investments in styling (through ex-Audi designer Peter Schreyer) and localisation of ride and handling KMA needs to maintain favour among its growing fan base with consistency in its range.
 
Adding 'hero models' to the local lineup like the Optima Turbo is exactly the way to do it.
 
The well-sorted 2.0-litre GDI Optima is currently only available in left-hand drive but is in KMA's sights for our market.
 
"I have faith and a quiet confidence that in time Kia will extend its program to include right-hand drive production," says Hepworth. 
 
"We absolutely need this car In Australia... If you're talking COTY, it's a definite contender."

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 Powered By Motoring.com.au Published : Wednesday, 20 April 2011
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