| have noticed Kia’s ad campaign on TV. | | | | with the smaller engine. Kia expects the automatic |
| It’s called "Peer Into A Soul" and features | | | | transmission to be the best selling drivetrain and, all |
| three different situations with people staring into the | | | | things considered, likely to be the most appealing |
| camera with quizzical looks on their faces. One | | | | choice for the "Generation Y" market it’s |
| scenario involves a hitch-hiker looking for a ride at a | | | | being aimed at. |
| backwoods diner, the other a couple of characters | | | | High on the cuteness scale, the Soul does have a |
| straight out of The Sopranos, and the third a Friday | | | | practical side. Fold down the back seats and you get |
| The 13th Jason type of character wearing a plastic | | | | some 546 litres of cargo space, and there is actually |
| mask. Kind of creepy, but definitely attention-getting. | | | | an abundance of rear legroom and headroom |
| And that’s precisely the point, according to | | | | throughout the vehicle. I made a point of riding in the |
| Kia’s national marketing manager, Greg Hardy. | | | | back seat at the product launch, and didn’t |
| "We are struggling with our brand equity in Canada," | | | | feel confined or trapped, which is not often the case |
| he conceded at the launch of the new 2010 Soul. | | | | with these kinds of puddle-jumpers. I could even see |
| "And we don’t want this model to go | | | | the Soul being used as a taxi, as long as passengers |
| niche’. The Soul is a departure from what you | | | | don’t have anyluggage, because behind the |
| would normally expect from Kia." | | | | back seats, things get kind of snug. Nonetheless, |
| A cynic might remark that Kia’s ad campaign | | | | both on the highway and around town, the Soul |
| stars paranoid drifters, wiseguys, and psychotic killers, | | | | surprised with its reserve power, nimbleness, and in |
| but it is definitely a departure for this Korean | | | | particular, its lack of rattles, looseness, or mysterious |
| company and is certainly different. Hardy claims that | | | | noises. Kia has kind of a checkered history when it |
| the Peer Into A Soul website has generated over | | | | comes to things like assembly quality, but the Soul |
| 200,000 visitors since it was put up earlier this month. | | | | seems to be as tight as a drum. |
| Based on the Rio platform, the Soul is also one of | | | | Four versions will be offered: 2U, 4U, 4U Retro, and |
| the new breed of stubby compact "urban crossover" | | | | 4U Burner. Depending upon the model, you can order |
| wagons that seem to be the new flavour of the | | | | things like larger wheels and tires, sportier suspension, |
| month. The Honda Element was probably the first of | | | | upgraded stereo, sunroof, different coloured interior |
| this breed - although it’s in a slightly different | | | | trim, air conditioning, and stereo speakers that have a |
| market - and the soon-to-be-released Nissan Cube | | | | mood lamp feature. Crank up the tunes and they |
| and Toyota Scion xB are also direct competitors....or | | | | glow red in time to the music.....what Kia calls a "club |
| will be when they arrive in Canadian showrooms later | | | | effect". You can also choose upholstery that glows in |
| this year. Interestingly, Kia is also targeting the Dodge | | | | the dark, albeit temporarily To paraphrase Michael J. |
| Caliber and Suzuki SX4 as rivals. You could toss in the | | | | Fox in Back To The Future, older buyers may not |
| Pontiac Vibe/Toyota Matrix while you’re at it, | | | | care about these little extras, but their kids are |
| but, according to Greg Hardy, the Soul will have this | | | | gonna love em. My 25-year old daughter would |
| market pretty much all to itself when it hits the | | | | buy one for these two items alone. Standard |
| pavement in March. | | | | equipment includes the usual roster of modcons, such |
| In order to stand out from the crowd and establish a | | | | as power door locks, heated mirrors, Bluetooth |
| new brand identity, Kia stylists have incorporated | | | | capability, USB ports, and heated front seats. This |
| what they call a "tiger nose" front grille with | | | | last feature is an excellent idea and should be |
| integrated "repeater" turn signals into the | | | | standard issue on all cars sold in Canada. I just |
| Soul’s body. Apparently, this is a theme that | | | | returned a new Chevy Traverse, that despite its |
| we’ll be seeing on future Kia products and is | | | | $53,000-plus price tag, did not have heated front |
| already in evidence on the new Magentis sedan. | | | | seats. No wonder GM is in trouble. As time goes on, |
| Two engines will be offered, both four-bangers. The | | | | Kia will also offer a range of performance upgrades |
| 1.6 litre version develops 122 horsepower, while the | | | | that will include high-flow air filter, tuned exhaust, and |
| 2.0 litre is good for 142 horses. You can choose from | | | | high-performance air intake. These go-fast goodies |
| either a four-speed automatic or five-speed manual | | | | are currently "in development" according to Greg |
| transmission, but the manual gearbox will only come | | | | Hardy. |