The car is entering one of the most competitive segments of the U.S. auto market, a battleground occupied by mid-size sedans such as the Toyota Camry, Honda Accord and Ford Taurus. At the moment, based on sales in the first three months of this year, the Camry holds the lead, with the Accord following a close second, according to sales rankings by Ward's Automotive Research. The Taurus is running in third place, and everybody is using sales incentives, such as customer rebates, to improve or protect market position. The competition is getting tougher. DaimlerChrysler AG has introduced a substantially reworked version of its Sebring sedan, and Nissan Motor Co. has revamped its mid-size Altima sedan to go after more sales.
Value is the primary weapon in that rivalry.
Value gives consumers more than they expect at a price they can afford. Kia has loaded the Optima with value in a bid to outflank the competition. That means Kia is not launching a frontal assault against cars such as the Camry and Accord. A newcomer would stand little chance in such encounters. Camry and Accord buyers are fanatically loyal.