2017, 2018 Kia Optima Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/ Holdback

Kia Price Guides::

The midsize four-door sedan segment has been ultra-competitive over the past few decades. However, South Korean automaker Kia has managed to make the Optima stand out due to increased emphasis on sporty, attractive exterior styling. It also has a plusher cabin and a more generous warranty than most midsize sedans. Now in its fourth generation of production, the Kia Optima is virtually unchanged for the 2017 model year. Understandably, the fourth production cycle actually kicked off the year before, ushering in a car that is slightly wider, longer, and taller than ever before.

A carryover of the previous-generation Optima is a 2.4-liter base 4-cylinder (I4) engine that generates 185 horsepower and 178 lb-ft of torque. This goes on the three trim levels: the LX, the EX, and the SX. You can get an LX with the brand-new 1.6-liter turbocharged I4, with which the Kia Optima achieves its peak fuel efficiency: at 28/37 mpg. There’s also a 2.0-liter turbocharged I4 that is exclusive to the SX. At 245 horsepower and 260 lb-ft of torque, it has the most output of the three engines. 

A front-wheel-drive vehicle, the Kia Optima in its 2017 iteration uses high-strength steel for its chassis. So, not only is it still a head-turner; it’s also structurally sturdy. The rigidity contributes to its comfortable ride; you can navigate corners with utmost confidence. Also, you can get a sportier driving feel from the SX trim—thanks to its more tightly-tuned independent suspension. Steering, though, can be a bit too sensitive. 

Inside the 2017 Kia Optima is an upscale interior that includes front seating with 8-way driver adjustment and 6-way front passenger adjustment. Upgrading to the mid-tier EX adds front-seat heating capability, as well as enhancing the driver’s seat with 12-way power adjustment and 4-way power lumbar support. The SX Limited—a spruced-up version of the regular top-level SX—is unique with its rear-seat heating capability, ventilating capability added on the front seats, and a driver’s seat with 10-way power adjustment and 2-way power lumbar support.

For more comfort and convenience, the 2017 Kia Optima starts with the following:

• Cruise control
• Steering wheel-mounted controls
• Six-speaker infotainment system that includes a 5-inch touchscreen
• Bluetooth connectivity for hands-free phone operation and audio streaming

Upper-level trims are more likely to receive enhancements or additions such as:
• Dual-zone automatic climate control
• Auto-dimming rearview mirror
• UVO eServices for integrating vehicle functions
• Push-button engine start
• Android Auto and Apple CarPlay for smartphone-based infotainment control

On the SX Limited, you can charge your smartphone wirelessly, and the infotainment system gets a dramatic boost with 10-speaker 630-watt Harman Kardon sound and 8-inch touchscreen navigation. 

For safety, the 2017 Kia Optima comes with the following features:
• Seven airbags, which include a driver’s knee airbag
• Electronic vehicle stability and traction control
• Four-wheel anti-lock disc brakes
• Hill start assist control
• Rearview camera

Kia boosts the safety specs of the SX Limited by swapping the rearview camera with a 360-degree viewing device, and adding highly advanced features like blind spot detection, forward collision warning, and autonomous emergency braking.

How to Calculate The Dealer Cost of a Kia Optima

Formula for Calculating Dealer Cost:

• Example: Base Kia Optima invoice price + the dealer Invoice price of all the options + destination - Holdback = Total Dealer Cost.
• What is Holdback? A hidden amount that manufacturers give back to a dealer. It is a percentage of the MSRP or the Invoice price.

Total Dealer Cost - Rebate and Incentive + Taxes / Licensing Fees = True Dealer Cost. (You can get rebates and incentives here)

Note: All Kia Optima MSRP, invoice and dealer cost dollar figures above are approximate amounts. Prices are subject to change without notice.

A note about rebates: Most rebates are subtracted from the "on the road" figure. In most cases, you can have the rebate if you are arranging your own financing or you are paying cash. If you decide to use the manufacturer’s low interest financing, you do not usually get the rebate. Ask your dealer for details.