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The 2017 Kia Optima has a starting price of $22,200, which is below average among its midsize car competitors. The Optima is also available as a hybrid (reviewed separately) and a plug-in hybrid, which start at $25,995 and $35,210, respectively.
I really only have experience with the premier companies from each country: Kia, Honda, Hyundai, and Toyota. And I have to disclaim that I'm blinded by my faith to Toyota - I love the smoothness of Toyotas. In my mind, Hyundais and Kias are the best cars for average drivers. They hold together very well, have a lot of great features, drive pretty well, and represent a great value. But they're prepetually at 9/10ths of the Japanese cars. Drive a Sonata back to back with a Camry and you'll see the difference night and day.