ORDERING BIBLE! September 14th, 2009

By Kwon, Chil-Young
Production Management Team
Kia Motors Corporation

Hello to all Kia BUZZ readers! This is my first posting in a while, as preparations for the production of the 2010 Optima, known as Magentis on some countries, have kept me very busy recently. I hope you’ll keep an eye out for the new Optima when it hits dealer showrooms.


I once received a request that Kia make a car with a couple of more functions than the cars that regularly roll off the assembly line. At first, I thought it was doable but later on realized that the request was impossible to accommodate.

All over the world, Kia dealers submit orders with specifications chosen by local customers, such as ESC, power seats and auto cruise control. However, it’s impossible to place an order for all options.

Why, you ask?
The first problem is the issue of limited space. There are a minimum of 50 options that can be assembled into a car. Most of those options are electronically controlled. For example, the main wire comprises up to 250 types of wires that would need to be sorted by the supplier. This is something that is impossible in terms of space and personnel available.

The second problem is that there are parts that must be assembled together and others that cannot be used together. Such combinations, dictated by law or structural design, further limit the scope of choices.

Additionally, if all options were available, it would be very difficult to deal with any alterations later requested by the customer due to a change of heart.

Odering Spec

For these reasons, automakers offer different trims such as GL, SX and LX and include a range of options for each trim. The operating guide is called ORDERING SPEC, and it’s like an ordering bible for dealers. That’s why upscale options are sometimes not available for cars with lower trim levels. Our R&D centers, product teams and dealers are all working hard to review the possible options and reflect them in future offerings in order to provide customers with the widest range of choices.

The system of dividing options by grade is designed to deliver the benefits of mass production systems to as many customers as possible by offering diverse options at a relatively low cost.

We all work hard to provide customers with a wider range of choices and hope that in the not too-distant-future, we will come up with an innovative, and conscientious, solution to fulfilling our customers’ desires.

  • auscars

    Is the new Magentis coming to Australia or not?

  • Greg

    I’d like to see windshield de-icer and back up warning sensors on the Optima.

  • Dave

    I’d like to see an overhaul of all Kia (and Hyundai) dealerships in the U.S. Whenever I walk into a Kia dealership, I feel like I’m walking into a used car dealership full of sketchy salesmen. The showrooms are generally uninviting. Even if Kia vehicles are getting better, Kia/Hyundai needs to address the dealership experience for its prospective consumers especially in the U.S.

  • Pamela (at Kia HQ in Seoul)

    Dave — Thank you for that feedback and we’re sorry to hear of your disappointment with showrooms in your area. This is an issue we are aware of and are currently addressing with our Dealer Excellence Program. In the US, this program started last year and we hope some consumers have already seen positive changes in dealerships across the country. These changes won’t be seen overnight, but I can assure you that we’re working on it!

    auscars — Good news! You should begin to see our new Magentis in Oz showrooms as of next Fall (2010). Can you wait that long?! :)

    Greg — Windshield de-icer and rear parking assistance sensors will be available on the next Optima (Magentis). As with most of our features, however, it depends on what country you live in and what comes standard or as an option. I can tell you, though, that they will be available. Thanks for your comment.