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Kia unleashes its redesigned 2011 Magentis this autumn. Targeting a very tough midsize-saloon segment that includes perennial favourites Toyota Carolla, Honda Accord, Nissan Altimaas well as several others, the third-generation Magentis is the one Kia is convinced will finally have a real market impact. Sales of the first two generations were tepid at best, but Kia is confident that the latest version will sell in numbers that will challenge segment big dogs and increase market share.

Optimism within Kia’s ranks for the 2011 Magentis’ fortunes isn’t based solely on its many enhancements, but also on the growing momentum of the brand in general. Kia sees the watershed event in its history as the launch of the Soul. Executives there talk in terms of B.S. and A.S. : before Soul and after Soul. Since Soul rolled into showrooms last year, Kia sales have increased by 11 per cent year over year in the US. Although Kia will eventually offer Magentis in three trim levels, initially at launch only the entry-level LX and mid-level EX will be available.

The sporty SX will follow a month or two later. Pinpointing a specific age group as a vehicle’s core buyers is something akin to using an Ouija board to make financial investments; it’s more luck than science. However, in the case of Magentis, Kia has Gen X firmly in its cross hairs. These are maturing adults spanning ages 35 to 49. Because of Magentis’s obvious value, the average age of buyers has the potential to skew much higher. Magentis also has the potential to cannibalise sales from the Hyundai Sonata with which it shares a platform, engine, transmissions, and other mechanicals.

Kia hosted a Magentis first drive for journalists in Southern California in late September. There they provided EX versions with the 2.4-litre 4-cylinder engine. Later the same 274-horsepower 2-litre turbocharged for powering the SX will be available in the EX as an extra-cost option. Most drivers will probably find that the 2.4L has all the guts they need. It develops 200 horsepower and 186 poundfeet of torque. Answering the throttle with gusto, it sprints away from green lights without hesitation. It had plenty of pulling power attacking hills as well. Engine output is funnelled to the front wheels by way of a 6-speed automatic transmission.

Fuel economy doesn’t vary significantly regardless of the engine or transmission. When paired with the manual tranny, the 2.4L delivers an EPA estimated 24 mpg in the city and 35 mpg on the motorway. If your goal is even better fuel efficiency, you might wait for the Magentis Hybrid due in showrooms next year.

Providing a wonderful combination of ride quality and crisp handling, the fourwheel independent suspension uses MacPherson struts and coil springs in front, and a multi-link arrangement with coil springs in the rear. Disc brakes overseen by an antilock system reel in Magentis’s forward motion, traction control, stability control, hill-assist control and electronic brakeforce distribution are all standard, as are six airbags.

Telling the 2011 Magentis from last year’s edition is not difficult. The new styling is simply sportier and more memorable. Generally the latest Magentis is longer, wider, and lower than its predecessor. Focusing on the driver, all of the controls and gauges are arranged for ease of use. Tilted toward the driver at a 10-degree angle, the centre stack houses controls for the audio and climate systems A chilled glove box keeps drinks cool, while the panoramic sunroof allows lots of light into the cabin.

Capable of seating five in a pinch, the cabin is better suited for four. Sculpted front seats with generous side bolsters are designed to keep occupants firmly in place when putting Magentis through its paces in the twisties. Better than average, the 60/40 split-folding rear seat also provides decent support for the two outboard passengers.

Tags: 2011, Kia, Magentis