The CarGurus Blog

Is it just me, or does the Kia Soul look a bit like a high-riding dune buggy with a roof? Maybe it’s the muscular front end with the oversized wheels and wheel flares, long hood, high beltline, and sloping roof that conjures up images of the Banana Splits cruising the mean streets on a Saturday night. Having so blatantly dated myself with the dune buggy comment (not to mention the Banana Splits), I have also just identified myself as the antithesis of the target audience for Kia’s new entry-level crossover SUV — the iPod-ensconced, MySpace-browsing urban youth market.

Riffing on the name of Kia’s headquarters (Seoul), the Soul debuted as a concept car at the 2006 Detroit Auto Show, but it was just announced at this year’s New York Auto Show that the Soul was definitely going into production for release late in 2008 as a 2009 model. Kia’s aim is to “create passion with consumers.” Translate that as rebranding Kia’s image away from econobox rental car to something hipper, yet still affordable. Targeting the urban youth market, the Soul will be in direct competition with the Element and Scion, but since it’s a Kia, probably with a lower pricetag.

How do you create passion in the urban youth market? By being connected. Think music, games, Internet. Though they probably won’t show up in the production model, the interior of the Soul concept features a front console laptop and gaming center. What will likely carry over to the production model is integrated Bluetooth, USB ports, and Wifi connectivity, and possibly two pop-up video monitors in the backseat. However, the Soul really lives up to its name with its emphasis on audio. Using the sound system as a starting point for the interior layout, the innovative dash of the Kia Soul has been designed around the speakers, which have been placed throughout the cabin to achieve optimal sound quality. Everything else is just decoration to drivers who need a constant soundtrack to their lives.

As a crossover SUV, let’s not forget that the Soul is also aimed at an active lifestyle.  The roof rack has sliding adjustments, and the power liftgate features a fold-down waterproof “backpack” compartment. A unique sunroof opens up the entire cabin, which, along with the wraparound A-pillarless windshield, makes the small crossover feel bigger than it is. The concept car also featured no B pillars, meaning the “freestyle” suicide doors open away from each other for easier access.

Kia is keeping rather mum on the powertrain for the Soul. It will be equipped with a definitely non-active lifestyle 2.0 I4 engine, most likely the same one in the Spectra, which gets around 138-hp. A 4-speed automatic with manual mode and adaptive cruise control will be standard. The look and branding of the Soul is definitely a whole new direction for Kia, one that might just help give the otherwise unassuming automaker, well, a little soul. Now if you’ll excuse me, Fleegle, Bingo, Drooper, and Snorky are calling…

More info and photos at autosite. 

Check out the press release.

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