Let me get it out the way straight away: the Kia Soul is fantastic, but I do have a problem with the name.
And, if you’re interested in keeping your lunch down every time you hear the Soul mentioned, I urge you to practise some self-censorship. Yes, I know there are millions of songs with the word soul featured in the lyrics. But I didn’t need to be reminded of every single one at the local media event, along with the flurry of doe-eyed winks towards the little Kia in question.
Perhaps it would make more sense if the Kia Soul actually came from Seoul, in Korea, but to trust some people’s earnest, literal belief that this little machine has been infused with a soul is a bit troubling.
Machines and souls should forever remain separated — well, if Mary Shelley’s Frankenstein is to be believed at any rate. And, if I were to “look inside my soul —” as the press information assures me I should, I doubt my soul’s automotive equivalent would be a 1.6-litre, five-door hatch from Korea. I was rather hoping it would be a howling F430 Scuderia, a Gallardo Superleggera or, if my soul was working to a budget, a convertible Jag XKR, at the very least.
Kia suggests its customers should: “Think inside the box and drive beyond it. This is a brand-new urban crossover vehicle packed full of liberating ideas — a car that challenges consumers to free your mind,” said Kia MD and chief executive Ray Levin. Might I suggest helping free consumers’ wallets from global recession instead? This is, at last, where the Soul shrugs off its hakuna matata, he ain’t heavy he’s my brother reverence and starts to make a whole lot of real world sense — thanks to the R189 995 price tag.
First, it’s a really big small car — or is that a really small big car? After much time with it I’m still not entirely sure. It’s even more deceiving in pictures, unless you have a point of reference, like a puppy or a VW Polo, in the same frame. I’ve always believed this to be a good litmus test for a car’s design proportionality. If you can’t tell if it’s a small car or a big one, the proportions are bang on.
What I can tell you is that the Soul is a bigger-than-average mini hatchback. Longer than a Honda Jazz, not as long as a Civic hatch, but taller and wider than both. It’s a little taller off the ground and has big doors to give easy entry and exit when loading kids or shopping. Its interior is spacious and as well built as a missile bunker, so the children’s Fisher Price toys have finally met their match in the back.
And while you’re in the front you can revel in the quality controls and dials. Everything is laid out conventionally enough to find your way around, but just the right amount of attention has been put into making everything look spunky. The glovebox has a red inner lining like a Lucky Star pilchards tin and the stereo iPod and USB connectivity is impressive because you can actually find and use it.
I don’t like that the Soul doesn’t have a trip computer or that it doesn’t have an adjustable steering column. This puts my 1.88m frame bolt upright, like a trucker with legs splayed á la penguin along each side of the steering wheel. The feeling of insulation on the inside is something to like, with wind and road noise noticeably benign for a car shaped like a storm trooper’s helmet.
The ride quality is a little on the bouncy side, making the car feel quite boisterous, but it handles the important bumps well enough. The 92kW, 156Nm motor is rev happy so keeping it in the power zone means sticking above 3 000rpm. Stirring the gears is doable although I would have liked a sixth gear for economy just because six are better than five. The Soul doesn’t roll as much as you might think and the handling is crisp despite its challenged aerodynamics.
In time Kia will bring over an automatic, a diesel and an even better specced version. Kia are also offering customisation packages such as wheel arch extensions, chrome detailing, massive drug-dealer wheels and what look like bizarre Korean tribal tattoos.
Small proportions but big looks, cheaply priced, but well made, safe and secure to own, but fun to drive, practical and versatile, but treading lightly on the environment.
Kia’s got it just right and it feels perfect for 2009.
Q&A with Kia Motors South Africa MD and CEO Ray Levin
The whole market is suffering, of course, so how is Kia performing?
Kia sales are down 27% this year but, on the brighter side, since 2004 we’ve shown a 13% growth and that bodes well for the bold step we’re taking with the Soul.
Where did it all go wrong for the South African market?
I think the market was greedy; 700 000 units [sold a year] was the goal not long ago; now it looks like we’ll be lucky to do 500 000 units. We’re experiencing the domino effect. Only 30% of applications for financing at our dealerships are being approved. Financial institutions need to start lending money to buyers again.
Being an importer, how volatile is your pricing these days?
In what we thought were the bad times, we placed orders forward at R7.70 against the dollar. Now we’re positioned at R8.60. Expect a 10% increase in the next year, but we feel the rand is on the way back and that can only be good for us.
How assured is the future of the Kia Soul?
We are striving to make Kia a design-driven brand. Our research and development tells us crossover vehicles are the future of motoring. We can’t see how this car won’t be anything but a huge success. Also look out for a hybrid Soul in 2012.
Given that Kia is a Fifa sponsor, which international football icon [besides 2010 mascot Zakumi] could you see in a Kia Soul?
That’s tough to say — I’ll have to think about that. We have just put Danny K into one —