Five years ago Kia Motors America introduced the redesigned Optima at the New York International Auto Show and showcased a game-changing midsize sedan that catalyzed the brand’s design-led transformation.  History was repeated when the all-new 2016 Optima, a symbol of the Kia brand’s maturation through continuous refinement and obsessive attention to detail, made its debut at this year’s leading car show.  The Optima has been Kia’s top-selling vehicle for three consecutive years, and the all-new model is poised to continue that success. During the annual event we had a chance to speak with Candelaria Powell, Multicultural Marketing Manager at Kia Motors America. In an exclusive  conversation she speaks about the new Kia Optima, the K900, and the company’s plans for Hispanic market in 2015 and beyond.

H: What can we expect from Kia at this year’s New York International Auto Show?
Candelaria Powell: Here at the Auto Show we have the brand new 2016 Kia Optima. It’s a brand new design inside and out. It’s a lot more stylish than the current one.

It has a new grill, more chrome right above the grill, it has a new fog light design, it’s more sophisticated. The interior is completely new, completely redesigned as well, the instrument panel, the center console. The materials we use in the seating and the door panel, everything is new.

 In addition to that it has more spacing. It’s longer and wider than the current Optima. There’s a lot more space for the legroom, shoulders, and the headroom. A lot more comfortable than what it used to be. It also includes more trunk space.

H: When will it be available?
CP: In the fourth quarter of this year.

H: Another popular car with our audience is the K900, what can you tell us about it?
CP: It’s a gorgeous car. It’s our luxury car and it comes with everything you can possibly imagine. The design, everything from the fog lights to the headlights it’s top luxury.

It offers everything all the other luxury vehicles in that segment do.

H: I remember we met last year when you began this position; how has been your experience with the company so far?
CP: I’ve been with Kia seven years, doing retail advertising before. This position has been great for me. Learning new things, talking to the media is something that is very new to me. It’s been a learning experience and thinking outside the box.

H: Why is the Hispanic market so important to Kia?
CP: The Hispanic community, as you know, is growing by leaps and bounds. In 2050 it’ll be a majority instead of minority, so we definitely want to capture the market. We want to show everything Kia has to offer, how Kia fits into their lives, their daily routines; and how we’re here to make their life better. There is no market bigger than the Hispanic community and we definitely want to capture their attention.

H: What are some of the Hispanic initiatives in which you’ll be involved this year?
CP: We continue to be involved with Univision’s Nuestra Belleza Latina. We’re also working with Telemundo in a new program that’s going to be online only, its called “El Maestro.” We’re working with Luis Enrique who will be El Maestro, he will be taking on three emerging artists that are just starting their careers in the beginning stages. He will be mentoring them to do live concerts at the end of the whole experience. That’s being shot in Miami now. We’re excited about that.

H: Anything else?
CP: We’re also looking forward to the Gold Cup this summer. We’ll be doing viewing parties to capture Hispanic market in certain areas. It’s going to be  a great event.

H: And finally, which car do you recommend for the HOMBRE reader?
CP: The Optima is very stylish and it has a sporty feel when you drive it. It has everything you can want. Technology wise everything is there. It’s also a safe car, so I highly recommend it.