Kia bears its Soul

Kia has flipped all the marketing switches for the introduction of the trendy Soul small car. The new model -- sort of an SUV body on a conventional small-car platform with a 'Ray Ban'-style glasshouse -- is getting the sort of push usually reserved for a car expected to sell in much larger numbers than roughly 400 units a year.

Kia has teed up a sponsorship deal to associate the new car's name with popular music TV series 'Live at the Chapel'. In the showrooms, the Soul will offer the Gen-Y target buyer (more here) a massive range of cosmetic features to distinguish individual cars from any other on the road. Metropolitan dealers and larger regional dealers will have their own 'Soul Space' dedicated to the sale and marketing of the new car and the importer is launching the Soul with the slogan: 'No two Souls are the same'.

The Soul is like the flip side of the coin to Honda's City. Both cars provide spacious interior accommodation and both are aimed at buyers in their 20s (although the City is also aimed at 'Empty Nesters' and is altogether more conservative).

For Kia, the lynchpin of Soul's marketing is the car's 'mass-market customisation' potential. This is a car like the MINI and Fiat 500; one that can be specified with the most basic accoutrements or with an exceptional number of ex-factory options and dealer-fit accessories. It's the sheer diversity of options and accessories available with the Soul that Kia believes will appeal most to Gen-Y buyers.

"Soul is designed to attract a different buyer from the traditional tier," says Steve Watt, National Marketing Manager for Kia Australia.

"The global target market for Soul is rumoured to be the most self-absorbed, identity-conscious generation since the hippies: Gen-Y. Beyond Gen-Y, we've also identified another opportunity for Soul: the individualist.

"This group isn't categorised by age, but an attitude driven by self-expression."

Kia has been unable to calculate the number of Soul permutations available to the buyer, but there are 11 different exterior colours, 30 accessories (not all of which can be ordered with all variants), two accessory packs and three ex-factory options, for eight different variants spread across three levels of trim, two engines and two transmissions.

Those engines both displace 1.6 litres and are a naturally-aspirated four-cylinder petrol powerplant or a turbodiesel four. In the case of the all-alloy petrol engine -- codenamed 'Gamma' -- peak power of 91kW is occurs at 6300rpm and 156Nm of torque arrives at 4200rpm. Combined-cycle fuel consumption figures for this engine are 6.5L/100km with the standard manual transmission or 7.0L/100km with the automatic option. CO2 emissions are 154g/km (manual) or 167g/km (auto).

The 'U2' series diesel is an upgrade of the 'U Series' 1.6-litre turbodiesel powering the Hyundai i30. In the Soul, the engine develops 94kW of power and 260Nm of torque, with combined cycle fuel consumption figures of 5.2L/100km (manual) and 5.9L/100km (auto). CO2 figures for the diesel are 137g/km (manual) and 155g/km (auto). Diesel models with automatic transmission feature a diesel particulate filter for the engine to comply with the Euro IV emissions standard.

Kia has split the Soul into three levels of trim: the entry-level Soul, the mid-range Soul2 ('Soul Squared') and flagship Soul3 ('Soul Cubed'). At the entry level, the Soul is only available with the petrol engine, but can be specified with either the standard five-speed manual transmission or optional four-speed automatic.

The mid-range Soul offers the full spectrum of drivetrain alternatives, petrol and diesel, manual and automatic. At the top of the pecking order, only the automatic transmission is on offer, but can be specified with either the petrol or the diesel engine.

Built on a unique platform, the Soul runs MacPherson struts at the front, a torsion beam at the rear, electrically-assisted rack-and-pinion steering, ventilated front disc brakes, rear drums for the base model and solid-disc brakes at the rear for the mid and high-spec Soul variants.

All variants are fitted with ABS/EBD, dual front airbags, side-impact airbags for the front seats, side-curtain airbags, active front headrests, front seatbelt pretensioners, three-point seatbelts and headrests for all positions. Stability control and traction control are standard for all variants (equipped with rear discs) but not the base model.

The base grade Soul is fitted with the following comfort and convenience features: electrically-adjustable mirrors, variable-dwell intermittent wipers, remote central locking/keyless entry, 60/40 split-fold rear seat, electric windows, vanity mirrors, timed-delay interior lighting, external temperature gauge, map lights, auxiliary power outlet, MP3-compatible six-speaker CD audio system, air conditioning and 15-inch steel wheels with wheel covers.

Prices for the Soul start from $20,990 for the petrol manual variant, adding $2000 for the automatic option ($22,990).

The 'Soul Squared' fills the mid-range spot with the following features in addition to the base Soul's specification: Roof rails, front fog lights, driver's armrest (automatic variants only), leather-bound steering wheel/gear knob, sun shade band for windscreen, front seat-back pockets, steering wheel-mounted audio controls and 16-inch alloy wheels.

Kia has priced this level of trim $2200 above the base-grade variants, starting at $23,190 for the manual petrol variant, rising to $25,190 for the automatic, followed by $26,990 for the diesel manual and finishing up with the diesel auto at $28,690.

The flagship model is auto-only, although Kia will take orders for manual variants of the 'Soul Cubed' if the buyer is prepared to wait for the vehicle to be built and shipped.

In addition to the mid-range specification, standard features at this level comprise: Electrically-heated exterior mirrors, privacy glass, luggage compartment 'wetbox', 12-Volt auxiliary power outlet in the rear, a luggage net, speaker 'mood' lamps, an external amplifier for the audio system and 18-inch alloy wheels.

This grade is priced just $2200 more than the mid-range level, starting with the petrol auto variant at $27,390 and jumping to $30,890 for the diesel auto. Kia believes that a full-spec car with all the accessories and options will set the buyer back an amount around the mid-$30,000 mark.

Ex-factory options are only available to order on this level of trim and consist of the rear-view camera, electro-chromatic mirror and sunroof.

Kia offers the Soul with an extensive range of accessories for upgrading the car visually and practically. The company also has a microsite here for further information.