2013 Kia Optima SX Limited Pricing Starts at $36,050

Blowing well past the entry-level luxury sedan market in terms of price, Kia just announced the sticker for its 2013 Optima SX Limited sedan.

Including a $775 destination fee, the car starts at $36,050, which slots it above the entry-level BMW 328i, Mercedes C250 and a long list of others.

“With the arrival of the Optima SXL, the Kia brand propels itself into a more premium class, which is something consumers have told us they want to see when they walk into our showrooms,” said Tom Loveless, Kia Motors America executive vice president in a press release today.

Based on the fully-loaded Optima SX which is already well into the mid 30’s, the Limited version uses the same 2.0-liter turbocharged engine to offer 274 hp and 269 lb-ft of torque. The pricier package adds 18-inch chrome wheels, red brake calipers, and LED lighting. Inside, Kia takes a further stab at luxury with the cabin, adding wood grain accents, high-grade Nappa leather and an electronic parking brake.

But can a Kia really compete in the luxury market? Even with premium features, can you picture choosing the Optima SX Limited over a similarly-priced German sedan? There’s no denying that the $13,875 gap between the entry-level Optima LX and it’s lavish top trim sibling is a staggering one. Now all that remains to be seen is how many will bite.