is its roadmap to success with Generation Y. Kia previously announced that it would produce the Soul, but has now set an on-sale date of late 2008. The 2009 Kia Soul will likely replace the Sportage as the entry-level SUV in the Korean automaker's lineup, and will be based on the concept vehicle pictured here.
Why it Matters Kia knows that unless it inspires passion in consumers, it won't break away from its current econo-car brand identity. The stylish Kia Soul is all about whipping up passion in young Generation Y buyers, something the Sportage doesn't do. If Kia can keep the production version of the Soul close to the appealing concept seen in this photo, chances are excellent that it will achieve its goal.
What's Under the Hood As expected, the Kia Soul Concept's official specifications are purposely vague. It's got a 2.0-liter four-cylinder engine making unknown horsepower and torque driving the front wheels through a five-speed automatic transmission with a manual shift feature. We'd expect a larger displacement engine, a standard manual transmission, and an all-wheel-drive system for production. Kia also says the Soul Concept is equipped with an adaptive cruise control system.
What it Looks Like If Kia preserves the Soul Concept's stylish lines, people will buy the production model. Highlights on the concept are its wraparound windshield, rakish roofline, muscular wheel flares, and bold lighting elements. More an urban vehicle than a trail runner, despite integrated front and rear brush guards, the Soul is a good looking SUV. Normally, we're not fans of the side vents that are appearing on everything from the
Ford Focus to the
Land Rover Range Rover, but the one on the Soul Concept is well done. The Soul Concept's “freestyle” pillarless doors aren't likely to make production, but the panoramic sunroof is just what careless, er, carefree youth crave.
What's Inside Kia's interior design theme for the Soul was high-end audio components, so the dashboard was arranged around speaker placement rather than vice versa. With a strong emphasis on sound quality, it's clear Kia knows the Soul's target market. In addition to a nice stereo, the concept is also equipped with a laptop computer and game console – neither of which will roll off the factory line. Notably, though, Kia is thinking about what its target market needs: twin rear monitors, wi-fi internet access, multiple USB ports, and Bluetooth communications. Additionally, the concept's power liftgate has an integrated configurable backpack compartment able to hold items as widely varied as a skateboard, muddy hiking boots, or a wetsuit.
What Kia Says
Len Hunt, executive vice president and COO of Kia Motors America, says this about the Kia Soul Concept: “The flexibility, function and utility this vehicle provides, as well as its dynamic appearance, further demonstrate Kia's commitment to producing vehicles that create passion with consumers.” For those who don't follow the industry, Hunt has enjoyed a long and distinguished career with Audi, Bentley, and Volkswagen. He's a guy who understands the passion consumers feel for their wheels.
What We Think
We think the Sportage is dowdy, and the Soul Concept is cool. Better yet, we're not Millennials under the age of 28 who haven't yet landed a real job, haven't yet gotten married, haven't yet had kids, and whose ears haven't been replaced by iPod buds (in other words, have no idea what reality is). So if we think the Soul Concept is cool, maybe Gen Y will hate it. But hey, we've got the money and credit rating to buy one, so perhaps Kia is on the right track. As the saying goes: You can sell an old person a young person's car, but you can't sell a young person an old person's car.
Photos courtesy of Kia
