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2019 Kia Optima Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/ Holdback

Price terms Used:
MSRP What is MSRP? Invoice Price What is Dealer Invoice Price? Destination Fee Whatis the Destination Fee? Holdback What is Holdback? Dealer Cost What is Dealer Cost?
Note: The Kia Optima pricing report below does not include rebates or incentives. View Kia Rebates and Incentives.

Kia Optima Prices - How Much is a Kia Optima?

2019 Optima - Trim: LX w/ FWD. Powered by a 2.4L I-4
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2019 Optima - Trim: S w/ FWD. Powered by a 2.4L I-4
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2019 Optima - Trim: EX DCT w/ FWD. Powered by a Turbo Engine - 1.6L I-4. Transmission: Manual w/7-Spd w/Auto-Shift. Horsepower: 178 @ 5500 RPM. Torque: 195 @ 1500 RPM
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2019 Optima - Trim: SX w/ FWD. Powered by a Turbo Engine - 2.0L I-4. Transmission: Auto w/6-Spd. Horsepower: 245 @ 6000 RPM. Torque: 260 @ 1350 RPM
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2019 Optima Hybrid - Trim: EX w/ FWD. Powered by a 2.0L I-4 - Runs on Gas and Electric
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2019 Optima Plug-In Hybrid - Trim: EX w/ FWD. Powered by a 2.0L I-4 - Runs on Gas and Electric
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Price Tip:
To avoid overpaying on a new Kia Optima, shop prices online first. Get up front pricing before you walk into a dealership. We recommend the following free services;
These services will offer you the lowest prices and supply you with multiple competing price quotes. You will know the best price before you visit the dealer.
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Kia Optima Overview:

There is no shortage of choice in the midsize sedan segment, but Kia continues to shine with the Optima. This year, there are only subtle styling changes, but that's not a bad thing; it's still able to compete in its segment. All 2019 Kia Optima trim levels have standard driver aids now as well.

Across the board, there are style changes to the headlights, wheels, and taillights. In the cabin, there is more lighting, two-tone leather choices on the SX trim, and a better telematics system. The driver aids mentioned above include lane departure warning, lane-keeping assist, and a system that monitors the driver for drowsiness.

There are drawbacks, of course, but they're generally limited to the exterior. If you get the sunroof, then the headroom gets a little tight for the front passengers. The new roofline comes with an accessibility compromise, too, as it's harder to get into the backseat. The SX is also fun to drive, but the other trims can seem dull in comparison. Regardless, the 2019 Kia Optima provides a good balance between price and features and should make your list.

What's New for 2019?
In 2016, Kia released the fourth generation of Optima, and the 2019 Kia Optima is part of this line. This year, there is a better handful of offerings for infotainment, along with new trim pieces, wheels, and headlights. Finally, all Optimas get the full suite of essential driver aid features.

A midsize sedan, the 2019 Kia Optima provides convenience and luxury features along with safety and driver aids. Because you get all the essentials and more with every trim, the best choice to start looking at would be the SX trim.

The SX trim has a refreshing cabin and exterior style that include accents exclusive to the level. It also has a better powertrain for a competitive price.


There are four trim choices available for the 2019 Kia Optima: the LX, the S, the EX, and the SX. At the bottom, there is the LX, which comes with smartphone integration and 16-inch alloy wheels. Above that is the S, which is a sportier version of the base with a few extra tech bonuses. Then there's the EX, which has its own powertrain setup. The SX is the only trim that costs significantly more, but it comes with the luxury features and beefier engine to match.

Underneath the hood of the base LX is a 2.4L engine good for a meek 185 horses and paired to a six-speed auto. Along with the 16-inch wheels, you get cruise control, height-adjustable front seats, and automatic headlights as standard features. Remote locking and unlocking provide convenience along with the driver information display. The steering wheel has both tilt and telescoping capability.

The S trim builds on the base features by adding two inches to the wheels, including foglights, upgrading the faux leather upholstery, and installing a rear spoiler. You'll also gain access to the Panoramic Sunroof package, but this isn't recommended if you're a tall driver.

As mentioned above, the EX has its own powertrain setup: a 1.6L turbo engine coupled with a dual-clutch seven-speed. You won't get the spoiler but will gain dual-zone auto climate control, interior wood accents, genuine leather upholstery, and acoustic front door windows.

There's only one package upgrade available for the EX: the Premium. Here, you get a heated steering wheel, 12-way adjustable driver's seat, a 10-way adjustable front passenger seat, and a navigation system. Even the sound gets an upgrade in the form of a 10-speaker Harman Kardon stereo.

Finally, the SX tops the ladder, and for a good reason. It comes with a 2.0L turbo engine that cranks up the horses to 245 and the pound-feet to 260. It has the contents of the Premium EX plus 18-inch wheels, LED foglights and headlights, a more prominent driver info display, and red brake calipers. It comes with additional features that help make the price increase worth the bump. While other terms come with a tire repair kit, the SX comes with a temporary spare tire too.

Driving Impressions
Sticking with the 1.6L turbo engine and the unusual dual-clutch seven-speed results in a lack of acceleration feedback. The handling isn't bad, but the brakes are a little touch-and-go.

There's enough power in the 1.6L turbo, but the transmission likes to shift too much for you to take advantage of that power ever. From a standstill, a 2019 Kia Optima can reach 60 miles per hour in slightly quick 7.7 seconds. Swapping the engine to the 2.0L turbo drops the time by a full second.

The steering wheel makes predictable movements, but it doesn't offer any viable feedback for the tires. Speaking of the tires, they're prone to squirming a little while driving on a wet highway.

Around corners, the 2019 Kia Optima is surprisingly competent, considering how tame the rest of the drive is. Of course, the narrower tires will screech, but the Optima is otherwise predictable.

The transmission hesitates when you resume a drive from a stop, and it's continuously trying to upshift. At lower speeds, the entire powertrain is awkward. It's definitely worth upgrading to the 2.0T for more natural shifts.

Fuel Economy
LX: 24 city / 33 hwy
S: 24 city / 33 hwy
EX: 27 city / 37 hwy
SX: 21 city / 30 hwy

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.

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