New Kia Optima set for Geneva reveal

They’re calling it a concept, but this is a thinly-veiled preview of the next generation Kia Optima, set to be unveiled at the Geneva Motor Show next month.

The concept is the 11th designed at Kia’s European design studios. The Korean marque says it has “confident, powerful lines which sweep elegantly from Kia’s hallmark ‘tiger-nose’ grille,” adding it “embodies modern design and refined, understated energy.”

The Optima competes against the likes of the Ford Mondeo and Volkswagen Passat. On sale in the UK since 2012, it sells mostly on value, space and its seven year warranty.

All-new, highly talented versions of the Mondeo and Passat have recently been launched, so the new Optima will have to be good. Kia has certainly been upping its game in the last few years, but it still suffers from badge snobbery.

The current car’s relatively dirty diesel engines have hurt fleet sales, as well. The next generation will reportedly be available with both diesel and diesel-electric powertrain options.

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