The Auto Writer

2010 Kia Soul

I take back everything bad I’ve said about Kia. Well, not everything.

Today, Kia introduced the Soul – a Scion-like via with plenty of spark and what Kia hopes will be a whole lot of sales. Radically different from any model ever produced by the Korean automaker, the Kia Soul could be the car to single-handedly change the way people perceive the brand.

Box at the rear but rounded in the front and bottom, the Kia Soul has a look as if it is ready to go places.

If you’re surprised by my enthusiasm for the Soul given my dismissive comments made as recently as 2006 that the Kia Rio was a throw away car, as well as my thumbs down to the Kia Sedona minivan, and a general disinterest in the brand, then you’re not alone. Then again, I doubt that I’m the only one who had an epiphany of sorts today during the Kia news conference at the 2008 Los Angeles Auto Show.

To describe the Kia Soul you almost have to mention Scion, Toyota’s youth-oriented brand. But, the Soul has its own edge (or lack thereof in parts), a certain look that won’t confuse the car with anything else on the road.

My favorite color configuration on display at the show. I also liked a Soul with a butterscotch paint finish.

Designed with Generation Y in mind, Kia plans to release the car in early Spring 2009, offering several trim levels with pricing beginning in the teens. This will set the car up to compete against the Scion xB and xD as well as the all new Nissan Cube. Fortunately, the five passenger Soul isn’t as boxy as its competitors, a front engine front wheel drive model powered by a standard 1.6L I4 engine paired with a five speed manual transmission. Optionally a 2.0L I4 engine paired with the same manual gearbox or an optional four speed automatic will be offered.

Kia has been using the tagline “the power to surprise” a lot lately and the Soul does just that. The grill, headlight trim, dash stack trim, side mirrors, and wheels can each be customized, with the intent for young buyers to personalize their cars accordingly. Of the eleven, count ‘em eleven Souls on display, several featured custom paint schemes on the sides of the vehicle or on the hood.

Seats were firm, but comfortable. Even the rear seating offered plenty of legroom and support.

Inside, the cabin is clean and comfortable able to hold my six foot frame with room to spare front and back. I couldn’t count the number of interior storage areas (Kia says that there are 14) and the glove box is amazingly big and deep: a two-tier compartment that can hold all of your stuff.

Though some modern cars have cluttered dashboards, the Kia Soul does not. An attractive three-dial instrument cluster, LCD illumination, and a floating center stack design are significant visual features which offer access to the AM/FM/CD/MP3 audio system outfitted with SIRIUS Satellite Radio capabilities and three months complimentary service . Standard auxiliary and USB input jacks also can be found in the center console with full iPod controllability via the audio head unit and steering wheel controls.

Imagine the possibilities with the embedded storage compartment area. Arrange all of your tools, carry groceries, stash away personal stuff, keep prying eyes away.

Yes, the Kia Soul is made for the youngest drivers, consumers with not a lot of cash but still wanting a car that’ll take them places in style. I like the storage area behind the rear seat which, when the cover is lifted, reveals a compartmentalized storage area just perfect for putting in gear of various sizes in each compartment.

Kia is still mum about the price, but says that the Soul will be aggressively priced to attract buyers. This should mean that the Soul will be priced from about $16K with higher trim levels topping out in the low to mid 20s.

I got to hand it to Kia on this one. If the Soul is the beginning of a sea change for the brand, then Kia’s position in the global automobile market will only continue to improve. Worse, if they are seeking to appeal to a younger demographic, then they better be careful: this “mature” car buyer wouldn’t hesitate to consider the Soul, perhaps tricking it out too!

(Source: Kia Motors)