Long time waiting: The Soul made its debut at the 2007 Los Angeles Auto Show.
Kia has Soul, and with the addition of the new wagon/crossover, the Korean automaker believes it can buck the downward slide of the U.S. auto market.
Kia believes the flashy new Soul is coming to the U.S. market at just the right time despite the big recession that has driven car sales to their lowest level in decades. The automaker is projecting sales of 40,000 units this year for the compact.
Tom Loveless, Kia of America vice president of sales, says the Soul marks the first step towards a more expressive design style. “I like to describe Soul as the affordable halo car. It connects with the consumer emotionally. It has huge potential for us,” he said as he presented the car at a press event in Miami.
In addition, the compact size and versatility, coupled with the cutting-edge styling will allow Soul, which is officially classified as a small station wagon by the U.S. Environmental Protection Agency, to pull buyers from a broad cross section of cars and crossover vehicles, Loveless said. “This car will give us an opportunity to increase market share,” he said.
Prices for the Soul starts at $14,950 and top out at $17,100 when all options are included. Enhancing to the Soul! offers a price beginning at $16,950 and peak at $17,900 with all available options included and the Soul sport, designed for those with active lifestyles, starts at $16,950 and tops out at $18,600 with all available options included.
The Soul has a big fun factor to it and is something that’s different. It’s something that you look at and find desirable to own and drive, Loveless said, adding, “This car will give us an opportunity to move the market.”
“Soul offers the perfect combination of style, value and personalized options,” said Michael Sprague, vice president of marketing, KMA. “It defies categorization and has a long list of features and available accessories that really speaks to today’s consumer.”
The marketing campaign will be aimed at Generation Y buyers and will use both traditional and new media to reach the target audience for Kia.
Soul is the first of several vehicles that will reflect Kia’s growing commitment to bolder, edgy design. Kias have traditionally sold well because of their practicality and fuel efficiency but they lacked personality, Loveless said. The practical aspects of owning a Kia are apparent in the demographic profile of the automakers current buyers. The average Kia buyer is 52 with a household income of $52,000.
The new design philosophy has been apparent in the company’s recent concept vehicles such as the Soulster, which was shown in the North American International Auto Show in Detroit in January and the new 2010 Kia Forte, the small sedan set to debut this summer, as well as the new midsized crossover vehicle that Kia will roll out from its new assembly plant in West Point, Ga.
The introduction of the Soul gives Kia a car with the sort of edgy design that will appeal to urban buyers in places such as Southern California, South Florida, the Northeast and Upper Midwest that offer new opportunities for the Korean automaker.
Loveless noted Kia’s market share has grown for 14 consecutive years and the automaker is looking for still more growth this year even if the market remains soft. He said he’s looking forward to the upcoming battle with vehicles such as the Nissan Cube and Scion Xb for the hearts and minds of younger buyers.