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Automatically efficient | 2017 Kia Optima Hybrid Quick Spin

Automakers are stuck between a rock and hard place with hybrid vehicles. On one hand, efficient hybrids are a necessary evil – for lack of a better phrase – to hit increasingly stringent CAFE standards. But on the other hand, low fuel prices mean it takes an increasingly long time for consumers to see a return on the investment of a hybrid's price premium. These factors have pushed automakers even harder to squeeze every mile per gallon possible out their hybrid offerings. That's inevitably led to powertrain innovations designed to maximize just how long and how far hybrids can run on pure electric power and how often the gas engine can shut down. Occasionally, this doesn't work out all that well – as is the case with the new Nissan Rogue Hybrid, for instance – but there are companies getting things right. Kia, with its 2017 Optima Hybrid, is one of them. Drive Notes Kia didn't try to get too creative with the Optima Hybrid's powertrain for 2017. There's a 2.0-liter, naturally aspirated, four-cylinder gas engine, a 38-kilowatt electric motor, and a 1.62-kWh battery pack. Total system output is 192 horsepower and 271 pound-feet of torque, with EPA estimated fuel economy ratings of 39 miles per gallon in the city and 46 mpg on the highway for a 42-mpg combined rating. That's all spiffy. But taking a six-speed automatic and replacing the torque converter with a clutch and the electric motor, Kia built a hybrid sedan that smoothly intertwines disparate power sources as well as a conventional hybrid like a Toyota Prius, while allowing the Optima Hybrid to take greater advantage of zero-emissions systems. Lift off the throttle and the four-cylinder engine shuts down and lets the 50-hp electric motor handle light, constant-throttle cruising below 62 miles per hour. Dig deeper into the gas, and the petrol powerplant quickly restarts and delivers the bulk of the Optima's power for heavy acceleration and higher-speed conditions. The Optima's back and forth is rarely disjointed – Kia's hybrid feels a lot like its conventionally powered model in normal driving. It's only under sudden, wide-open throttle situations, where the hybrid systems feel caught off guard, that the Optima Hybrid feels flatfooted. A less obvious benefit of the six-speed automatic, of course, is that it leads to quieter operation. There's no rubber-band-like revving like you'd get with a CVT because the transmission can actually shift up a gear.

Kia's promised "four-door coupe" Cub concept... isn't

Kia appears to have pulled a quick one on the world with its Cub Concept. As it turns out, the machine isn't the four-door coupe they promised at all. Instead, the little showcar is a five-door hatch with suicide rear doors. That's certainly fine by our reckoning, but it isn't quite what we were expecting to see on display at the Seoul Motor Show. The concept was penned at the company's design studio in Seoul with direction from Peter Schreyer, and it gets its thrust from a 204-horsepower, 1.6-liter direct-injection four-cylinder engine. With 195 pound-feet of torque on hand, we suspect the Cub would have little trouble hustling down the road.
Indoors, the Cub serves up black leather seats with yellow accents as well as a new Driving Information System that uses a gesture camera to control various operations. Right now, there are apparently no plans to put the Cub into production anywhere in the world, but we wouldn't be surprised to see some of the hatchback's elements make their way to the show room floor.

Chrysler and Hyundai join Pepsi and Coke as top Super Bowl spenders [w/ video]

Super Bowl XLVIII is barely a week away, and some of the early ads are already leaking out. It's timely then that The Street has released rankings of the top five Super Bowl advertisers since 2009, showing Chrysler and Hyundai/Kia taking two of the spots with $131.7 million in cumulative spending.
Since 2010, the cost to air a 30-second Super Bowl ad has risen from $3 million in 2009 to about $4 million in 2014, and about a fifth of advertisers opt for a one-minute ad, which doubles costs. Last year, the ads brought in $292 million, and they have brought in roughly $2 billion since 2010.
Chrysler has spent $64.3 million since 2009 to make it the fourth highest spending company in the last five years. In that time, the company has rebranded itself as it emerged from bankruptcy with the Imported from Detroit ad campaign that premiered in 2011 and last year's God Made a Farmer Ram Trucks ad. Its 2012 Halftime in America sparked national debate about whether it was also a reference to the upcoming presidential election.