KIA’s New-Age Beat Is Soul-ful
Bright new colors, more planted stance,interior upgrades, direct-injection engines improve Soul for 2014.
By John Gilbert
The hamsters are back, bobbing their heads in trendy rhythm as they avoid more humdrum vehicles that insist on sharing the roadways with the Kia Soul, and it’s a welcome and comforting cast that has become as trendy as the little square car itself. Almost.
Revised and upgraded engines, with gasoline direct-injection in both the base 1.6 and upgraded 2.0-liter 4-cylinders, plus revised and improved suspension systems for better stability and handling, and a stiffer platform with lighter and stronger body components, makes for a deceptively improved driving experience. The first Soul was neat and trendy; the 2014 model is neat, trendy, and significantly improved as a driver’s car.
Over its five-year lifespan, the Soul has become bigger than even Kia imagined, and the revised 2014 model proves Kia has finally maneuvered around to take advantage of its trendiness. For example, Kia picked Minneapolis as the site for introducing the new Soul, because Minneapolis seems to be the hot ticket in surveys of trendy places to live and visit. The introduction was held at the trendy Graves 601 Hotel, which is across the street from the legendary First Avenue nightclub made trendy as an enduring music venue by Prince, an iconic hometown hero.
Such symbolism, and the similar but longer-wider-more-refined car itself, indicates the remarkable popularity of the Soul can only increase with the new generation.
Kia can be excused for questioning the Soul’s identity, and even its own during its whirlwind rise in popularity, which pretty well parallels the lifespan of the Soul. For example, even company executives were unable to provide a satisfactory answer to whether it should be “Kia,” or “KIA,” because the corporate logo of the South Korean automaker is in all cap letters. Similarly, Kia seemed uncertain where it stood back in December of 2008, when it introduced the somewhat bizarre squarish subcompact called the Soul.
At that time, at a fancy hotel on the Miami coastline, the Soul had to share the spotlight with Britney Spears, who was shielded from the masses by an entourage of security forces and policemen trying to protect the budding media star. And we mean Ms. Spears, not the new little square car from Kia. However, in the five years since, it’s anybody’s guess which one’s identity has proven more popular and enduring, but that’s another story.
The original Soul introduction made media stars out of some weird little furry cartoonish hamsters, using them liberally as a bopping bunch of critters rhythmically driving along in traffic in the ad campaign. Obviously, the intent was to try to lure a younger batch of customers, but Kia seemed unsure and maybe even embarrassed that its tangential move might be going too far. At subsequent car introduction, officials even apologized, saying not to worry, there would be no more hamsters. I argued with company executives that the hamsters were not only a clever and memorable symbol, but the furry critters might be more iconic than the car itself. It took time, but the hamsters returned. Read more
About the Author
John Gilbert is a lifetime Minnesotan and career journalist, specializing in cars and sports during and since spending 30 years at the Minneapolis Tribune, now the Star Tribune. More recently, he has continued translating the high-tech world of autos and sharing his passionate insights as a freelance writer/photographer/broadcaster. A member of the prestigious North American Car and Truck of the Year jury since 1993. John can be heard Monday-Friday from 9-11am on 610 KDAL(www.kdal610.com) on the "John Gilbert Show," and writes a column in the Duluth Reader.
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