Kia Takes on Time Travelling with New Super Bowl Commercial for 2011 Optima

This year's Super Bowl is just around the corner and automakers are getting ready to spend millions of dollars to draw the attention of buyers. For a second year in a row, Kia will be present at the event with a full marketing campaign incorporating TV, digital, print and social media as well as in-dealership components, all focusing on the 2011 Optima midsize sedan.

The highlight of the campaign is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled “One Epic Ride”. According to the company, the ad shows people across space and time "from a police officer and an international villain to aliens and an ancient chief" trying to get their hands on the all-new Optima, which "becomes an object of desire even for Poseidon", the Greek god of the sea.

“2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand’s momentum with the arrival of the all-new 2011 Optima,” said Michael Sprague, vice president, marketing & communications, KMA. “The first phase of the Optima launch promised that this vehicle is ‘not your average midsize sedan,’ and we knew we had to deliver something big for this year’s Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl.”

The South Korean automaker said it will extend the campaign by giving away up to five new Optimas through its “One Epic Contest,” a game in which consumers will have to solve a series of puzzles using clues found in pre-Super Bowl and game day advertisements and social media postings.

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LA Show 2010: KIA Launches Optima Hybrid, Returns 40 mpg Highway

With everyone riding the "green wave" these days, it's no surprise that KIA launched its first-ever hybrid for the U.S. market, the Optima Hybrid. Combining the standard model's good looks with several technological innovations, the newest member of the Optima family returns a frugal 40 mpg (5.88 lt/100 km) on the highway.

"By adding our first-ever hybrid in the U.S. to the Optima lineup we are providing consumers with three powerful and fuel-efficient powertrain choices, and continuing KIA's philosophy of offering stylish, value-packed vehicles with outstanding fuel efficiency" said Michael Sprague, vice president, marketing & communications, KMA.

The Optima Hybrid uses a full parallel hybrid system and can be driven in full-electric mode at speeds up to 62 mph (100 km/h). It also has a stop/start function, which eliminates idle fuel consumption and reduces overall emissions.

Compared to other hybrids on the market, the Optima doesn't use a nickel-metal hydride or lithium-ion battery, but a more advanced lithium-polymer solution, capable of holding a larger charge (30 kW) for up to 25% longer. Another plus is the reduced weight, as the lithium-polymer battery tips the scales at 95.9 pounds (43 kg), or 28 pounds (13 kg) less than the Toyota Camry Hybrid's battery pack.

Most competitors use a power-split hybrid system, like Ford and Toyota, but KIA is following a different path once again opting for a Transmission-Mounted-Electric-Drive (TMED) layout with the electric motor separated from the transmission gear-set.

The advantages of this setup are that it needs a lot less space and can be combined with off-the-shelf parts, like the conventional Optima's six-speed automatic transmission. It also costs less.

The electric motor is coupled to the transmission and it incorporates a permanent magnet synchronous electric traction motor. In full electric mode it delivers 40 hp (30 kW) and 151 lb-ft (205 Nm) of torque and when the 2.4-liter Atkinson Cycle gasoline unit kicks in, combined output is 206 hp and 195 lb-ft (264 Nm).

Alongside the traction motor, there's also the 8.5 kW belt-driven Hybrid-Starter-Generator (HSG), which cannot drive the wheels, but it starts the engine and recharges the battery.

As other modern hybrids, the Optima Hybrid can recover energy lost during braking as well, just like the Volkswagen Golf Blue-e-motion, for instance.

When the brakes are applied, the engine is decoupled from the traction motor and used to charge the battery.

Design-wise, the Koreans made sure that the hybrid Optima stands out fitting it with redesigned front grille and headlamps, lower front and rear spoilers, plus side skirts, LED tail lamps and unique 16-inch alloys.

The Optima Hybrid also features the Virtual Engine Sound System (VESS), meaning that it plays a pre-recorded engine sound during electric only operation to attract people's attention that a vehicle is approaching.

KIA didn't release the pricing or detailed specifications, but it did confirm that the car will hit U.S. showrooms early next year.

By Csaba Daradics

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2011 Kia Optima Sedan Priced, Starts from $19,690

As the all-new 2011 Optima sedan will be hitting dealer lots in coming weeks, Kia decided to release detailed pricing on its promising contender in the mid-size sedan segment. Prices for the new Optima start $18,995, or $19,690 if you include the $695 destination and handling fee. This means the base Optima is priced on par with Chrysler's refreshed Sebring sedan, which has been renamed to 200 and starts at $19,995.

At launch, the new generation of the Optima will be offered with two powerplants, a 2.4-liter four-cylinder with direct injection technology and an output of 200HP, and Kia's first-ever turbo engine in the U.S., a 2.0-liter 274-horsepower Turbo GDI that delivers up to 34 mpg. Early next year, the range will be enhanced with a gasoline-electric hybrid engine. The same powerplants are found in the Optima's Hyundai counterpart, the new Sonata.

To avoid confusion, we've included the $695 destination and handling fee in all prices mentioned below. The 2.4-liter model is available in two trim levels, the LX and the EX. The LX with a six-speed manual gearbox has a starting MSRP of $19,690.

Standard features include six-airbags, an AM/FM/CD/MP3/Sat audio system, power windows and locks, dual exhaust with chrome tips, a cooling glove box and auxiliary USB audio input jacks for MP3 players and Bluetooth wireless technology connectivity with steering-wheel mounted voice activation.

The same LX model with a 6-speed Automatic transmission starts $21,190 and adds alloy wheels, cruise control and an Active Eco System.

Next up is the Optima EX with the 2.4L engine that starts at $23,190. Additional standard features include 17-inch alloy wheels, fog lamps, leather trimmed seats, eight-way power driver's seat, dual-zone automatic temperature control, push-button start and auto-dimming rear view mirror with Homelink and compass.

The Optima EX is also available with the 2.0-liter Turbo unit for $25,190. With this model buyers also get larger front disc brakes, a unique front grille, and wood and metal interior accents.

Finally, the flagship model in the Optima range is the SX with the 2.0-liter Turbo. Priced at $26,690, this version adds 18-inch alloy wheels, sport-tuned suspension, unique lower body trim, HID head lights, LED tail lights, black leather and woven seat trim, Supervision meter cluster, steering wheel paddle shifters, carbon fiber interior trim, metal pedals, and illuminated door scuff plates.

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