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You might think that $35 grand is a lot to spend on a Kia, but apparently it's not. The entire reason this new-for-2013 Limited trim level was developed for the Optima is because buyers kept telling Kia dealers that they liked the Optima but wished there was a fancier, top-of-the-line model. So, Kia obligingly created the Limited and it is indeed an attractive machine, especially with its twinkling LED running lights. In fact, with its generous equipment, comfortable cabin, and upmarket exterior design, it is in essence an entry-level luxury sedan. The existence of the Optima Limited speaks to the power of good design: If Kia hadn't hired a good design chief, Automobile Magazine's 2012 Man of the Year Peter Schreyer, who elevated the brand's designs to heights never before imagined, then they would never be able to charge $35,000 for a vehicle. But they didhire Schreyer, he did fix their designs, and now they have a product that people are willing to pay $35,000 for. It's a simple equation.