Kia Has Rebuilt Its Brand, and the Optima SX Is Exhibit A

In the minds of some owners and industry observers, Kia has developed a reputation as a cheap, unreliable automaker. But since 2010, the Korean manufacturer has worked hard to rehabilitate their image and become a contender, redesigning the Forte, the Sportage, and the Sorento and offering all three at an affordable price. While continuing to produce low-priced vehicles, Kia also gives buyers as much value for their investment as their competitors in each segment, and maybe more.

Another of Kia's key redesigns has been the Optima, which has been around for a decade but gone largely ignored by auto enthusiasts. I recently tested the SX version, which is the sportiest of the six Optima choices on offer (not including the hybrids). Starting at $33,695, the SX is pricey in comparison to the base LX (which starts at $21,995), but it's a bona fide thrill to drive.

Throughout my week with the tester, several people approached me to ask what I was driving, and some of them couldn't believe the answer when I told them. I didn't blame them: it's hard to believe that Kia has come so far in such a short time, but, like Hyundai, they have made every effort to tap into what consumers really want: affordability, sleek and sporty design, and fuel efficiency. It's no fluke that Kia and Hyundai vehicles are all over the 2012 AJAC awards and up for best cars of the year.

The exterior styling of the Optima SX radiates sportiness. Its black honeycomb sports grille, which is only available on the SX, and stretched headlamps seem to grin playfully and ask whether you're ready for an exciting ride. Walking around the car, you'll notice its smooth-flowing lines, lower roofline, as well as its 18" sport alloy wheels, rear lip spoiler, and LED taillights. All these sporty features help explain why the SX turns so many heads.

And the party doesn't stop with the exterior: the Optima's interior is just as exciting. Inside is a striking, soft-leather-wrapped steering wheel and bright aluminum pedals that are just begging to be pressed. The soft leather extends to the dash, creating an elegant look throughout the cockpit. The leather seats may be a little flashy for some, but their outer layer of silver mesh stitching complemented the racing-tone of the vehicle.

Under the hood, the SX has a 2.4-litre four-cylinder with direct injection that cranks out 274 horsepower and 269 lb-ft of torque. This is a significant improvement over the EX and LX models, which are powered by a 2.0-litre generating 200 horsepower. Of course, the EX and LX numbers are solid in their own right, but the SX is really the pick of the Optima litter. For example, it's also fitted with a six-speed automatic transmission and steering-wheel-mounted paddle shifters for those of us who love manual.

The Optima has an impressive handling balance that really comes into play on curvy roads. The steering is a little tight but does an adequate job. The SX was a blast to drive because you can really crank it and feel the turbo action on acceleration. Cabin noise was minimal, as was any sensation of bumps along the way. In terms of fuel economy, the Optima performs well, averaging 5.8 L/100 km on the highway and 9.2 L/100 km in the city.

Kia's standard features, which include USB ports, Bluetooth, cruise control, and Sirius satellite radio, add even more value for the consumer. The SX is also outfitted with a push-button ignition, dual-zone and fully automatic climate control, a leather-wrapped steering wheel, an eight-speaker Infinity audio system, a reversing camera, a panoramic sunroof, and touch-screen navigation.

The Optima faces a lot of tough competition in the Hyundai Sonata, Toyota Camry, Nissan Altima, and Honda Accord, all of them veteran stalwarts. But they all should be worried about the Optima, which has taken major strides forward. The Optima is suited to young and mature drivers who desire a little added rush in their ride. Overall, the SX has everything you need: power, performance, and fuel economy. Given the price and all the fixins', the Optima SX is definitely worth a close look if you're in the market.