Features remain a strength throughout the Kia lineup, and the Optima is no exception. It's a lot of value for the money, with standard power features, cruise control, a USB port and satellite radio. Even mid-level EX trims get things like dual-zone climate control and a smart-key system, with options for leather trim, a panoramic sunroof and Infinity audio.
Bluetooth is included in even the base models, and heated-and-cooled front seats are available in mid-level EX or SX trims. The heated backseat is yet another class-exclusive.
A navigation system is available, as is UVO, Kia's flavor of the Microsoft-written software also sold as Ford's SYNC. But the Kia version has fewer voice commands in its vocabulary, and it's also deleted when the navigation system is ordered. If you do opt for the nav system (packaged with the upgraded audio system), you get a the same Bluetooth system that base Optimas have—by Parrot instead.