 I thoroughly researched my next car.  Have owned Hondas and Toyotas the past 20 years.  Purchased a 2006.5 (07) Optima after reading about the redesigned engine, interior, exterior and suspension.  Kia has put together a solid product, very ergonomic - everything fits well, easy to use, just plain feels great to drive, similar to the Japanese cars with a few thousand to pocket.  It's the culmination of the little things that adds to the confidence in the car - the way the door shuts, outlet in trunk, cabin lighting, hand-holds, etc.  Kia makes the leap easy, with transferable 5yr, 60k warranty, roadside assistance, etc.