The New Optima and the Future of Kia

2016 Kia Optima

Kia Motors introduced the 2016 Kia Optima at the New York International Auto show a couple of weeks ago as part of an effort to revitalize the brand. As the lesser arm of the mighty Hyundai Motor Group, Kia Motors has struggled to distinguish itself from the South Korean automotive giant’s larger arm (by which we mean Hyundai itself, of course). Kia owes a lot to Hyundai, having been rescued from bankruptcy and absorbed into the conglomerate back in 1998. Kia first introduced its rebranded Hyundai Sonata in 2000 as the Kia Optima in North America, and Kia has since been doing what it can to set the Optima apart from the Sonata and other midsize sedans, in much the same way it’s trying to distinguish itself from Hyundai.

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