Lexus IS 350 v Kia Optima 2011 Comparison

For every car-savvy motorist out there readily able to distinguish the difference between the forty-plus automotive brands now sold in Australia -- and what they represent -- there's an even greater number of drivers who couldn't determine one marque from another if their life depended on it.

To prove that very point, and at the same time gain an insight into just what value represents to non-cognisant new car buyers, we covered the badges of two cars similar in proportion and amenity, but of vastly different price, then presented them to a collection of Baby Boomers of an appropriate socio-economic background (but completely without car sense) to see which of the pair appealed more.

Wishing to keep things as simple as possible for the sake of our volunteers, three male and two female, unfamiliar with the ins and outs of automotive appraisal, the interview process and drive route was undemanding.

As we didn't want to put words in anyone's mouth we left a lot of the observations unprompted, instead allowing a commentary and dialogue to develop as we drove and walked around the car.

Our focus centred on aesthetic attraction, essential equipment and what they saw as crucial to the overall driving experience -- all without prompting from our experienced road test crew. Here's what they had to say:

Kia's extensive use of chrome around the glasshouse, across the grille and rear numberplate recess drew comment repeatedly, saying it "highlighted the car's shape more prominently" [than was evident on the Lexus]. The rakish proportions of the Optima's C-pillar -- even if one driver later noted the thick panel caused vision issues when changing lanes and reversing -- were also applauded, with the sleek, coupe-like lines of the Optima particularly favoured by the three female candidates. The same trio also preferred the Kia's Santorini Blue hue over the Onyx (black) of our Lexus.

Compliments were also paid to Optima's blend of colour and texture inside with the instrumentation layout and ease of use quoted as being "more appealing" in shape and functionality to its Japanese rival by four out of five participants: "you don't have to search for things [in the Kia]", said one lady. The other in complete disagreement said the Lexus "looked as though a lot of thought had gone into the placement of its controls". 

Of note, particular kudos was paid to Kia's "simple and well placed" speedometer by at least one applicant while several said they did not like Lexus' gated transmission shifter.

Frequently, we were told the IS had a small rear window and that the thick C-pillar of the Optima caused a certain amount of apprehension when changing lanes or reversing from a parking space. The reverse camera offered in both vehicles went unused for the most part, even when it was pointed out repeatedly. "I just don't trust it", one of our female drivers said. Conversely, one of our male drivers said he actually preferred the visibility offered in the Lexus. A taller chap, I'm sure he would have been afforded a decent view out of just about any car.

Ride comfort, road noise and accommodation were also ranked by each of our novice road testers, with almost all preferring the softer ride of the Optima against that of the IS 350 F Sport's performance-orientated suspension tune [Ed: yes, we admit this portion of the test wasn't as fair as it could have been].

By the by, a similar feeling was tendered on road noise with the Optima again proving the quieter ride by three of the five.

Where interior accommodation and space were concerned the Lexus was at a slight disadvantage, though interestingly, one of our drivers thought it was a bigger car. The Optima's seating was voted as bigger but firmer unanimously by the five with at least one of our male drivers quick to add that he felt the Lexus seats were not only more comfortable, but that they offered more contouring and support as well. He also noted that he preferred the driving position of the Lexus.

Two candidates also said that they preferred the size and feel of the Lexus' steering wheel, both saying they felt it was smaller in diameter to the one in the Kia.

To some, the Kia felt more refined, to others the Lexus. One female driver said that she didn't feel either car was particularly impressive and that to her they both felt "too heavy [in the steering]" while another said she felt the Optima was "a more refined and luxurious car whereas the black one [Lexus] was more sporty".

Perhaps not surprisingly, the male participants in our little experiment were all quicker to compliment the performance of the Lexus and to exploit the car's sharper handling and more direct steering feel: "The black car [Lexus] feels like you're sitting 'in' the car, the blue one [Kia] feels more like you're 'on' it. Does that make any sense?"

A perceptive observation really; he was also one of only two candidates to comment on the performance and feel of the Lexus's brakes, saying they felt "touchy". The short pedal travel barely noticed by any of our other drivers.

Having a brief stint in which to accelerate from standstill to 80km/h, two out of three observed the Lexus was "more powerful and more refined" while two said the Kia better suited the way they would usually drive. One of our lady drivers said the Lexus felt too sudden in its response when accelerating from rest while the other said she preferred the brisk acceleration over the more "sluggish but smooth" Kia.

Engine noise was also raised, predominantly by our male test drivers, who said the Kia could be heard more than the Lexus which was "not as noisy".

John, 61: "I think the blue car [Kia] is dearer by around five or ten thousand dollars"

Jan, 59: "The blue one [Kia] is more expensive, definitely. I'd say by more than ten thousand dollars"

Colin, 60: "The second one I drove [Kia] would be dearer, I think. Maybe, twenty thousand dollars more?"

Ross, 58: "I'd say the blue car [Kia] is (dearer), by more than twenty thousand dollars"

Max, 59: "Straight away I'd pick the black one [Lexus], and probably by at least twenty thousand dollars"

Almost all of the candidates testing our two cars were surprised to hear that the Lexus was nearly double the price of the Kia. At the time of our test, the two cars were priced as follows:

To those of us more familiar with the two brands, their lineage and underlying qualities, these evaluations might come as a bit of a surprise. But it does show that, to the average consumer at least, Kia has chalked up a few runs, at least where perception is concerned.

On the scoreboard:

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