It's a case of back-to-the-future for Kia as it resurrects the Optima name for its new mid-size sedan. Due to arrive in Australia later this year, the new model will be unveiled at next month's New York Motor Show and is set to replace the Magentis name in the local line-up.

Kia is known to favour a global name for the car and given Magentis hasn't established itself in the local market, it is unlikely to stay. Kia Australia National Marketing Manager Steve Watt told the Carsales Network that Optima is the most likely badge for the new car.

"Optima is one of the options available to is," Watt said. "At this stage we haven't made the final decision, but Optima is likely."

The change would actually be a return of sorts, because Optima preceded the Magentis nameplate on Kia's mid-size sedan in the early 2000s. Given the dramatically changed styling of the new model, a new name would help Kia dissociate the new model from the lacklustre Magentis in the minds of buyers.

Although no specification details have been released for the new car, Watt revealed that more news would emerge from the New York reveal. He hinted that the Optima would retain similar pricing to the current model, as Kia looks to continue its image turnaround.

"All Kias are known for their sharp value and keen pricing and this car will adhere to those principals," Watt said.

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