Kia nailed it with the millennial generation when it launched the Soul in 2010. Was it the marketing campaign with those music-loving paw-tapping hamsters, the quirky boxy design, or the affordable price? What’s clear is that Kia made a conscious decision to target the Soul at millennials, and they succeeded. That winning recipe continues in 2017.
It’s a Crossover
Crossovers are all the rage at the moment. The Soul is a subcompact crossover that’s been voted the best in its class. It’s not a grown-up SUV with all the bells and whistles but a small car with that SUV feel. This is one reason it’s so popular with millennials. Hatchbacks are so last year. Crossovers are what everyone wants.
Three Trims for Every Type of Millennial
The Soul comes in three trims. The Base model, in manual or automatic, has a 1.6-liter four-cylinder engine with 130 horsepower output. The manual costs $16,100, ideal for younger millennials looking for value for money. If you prefer an automatic, you’ll pay $1,600 more.
The Plus (+) has a six-speed automatic transmission with Sportmatic shifting. A 2.0-liter engine offers a bit more power. On the + you get extra features like cruise control with steering-mounted controls, rear-camera display, and automatic temperature control.
A new turbocharged version called Exclaim (!) joins the 2017 lineup. This is exciting news for those wanting more oomph and snazzier styling. The ! features a seven-speed dual-clutch transmission, a sport mode, and a 1.6-liter turbocharged direct injection engine that puts out 201 horsepower. The design is edgier with broader 18-inch wheels and red accents on the exterior. This follows through on the interior with orange stitching contrasting against black cloth and leather seats.
Must-have Technology
Millennials are a tech-savvy generation. They’ve been plugged into cell phones and PlayStations since they were kids. Driving around in a car from the 80s just won’t work. The Soul meets the basic technology needs with a six-speaker audio system, Bluetooth, a USB port, and SiriusXM radio.
For more features, move up to the + that has a five-inch color touch-screen and a navigation system. Since the first Soul, millennials loved that the speaker lights glow and pulse to the beat of the music. That cool feature remains an option for the + and ! trims.
If you really can’t exist without mobile phone connectivity, then the ! is for you. It features Apple CarPlay and Android Auto and a seven-inch infotainment system with voice-command functionality. The ! ups the game a bit more with supervision meter cluster with 4.3-inch color LCD display and push-button start.
Spacious and Comfortable
This may be a small car but it is deceptively large. The 40.9 inches of front legroom and 39.1 inches of rear legroom keep front and back passengers comfortable. As for cargo space — fold down the rear seats and you’ll have 61.3 inches of cargo room. This means the Soul suits both the single college kid and the 30-year old parents with a small family.
The Kia Soul is great bang for your buck and it’s cute, spunky, and fun to drive. No wonder millennials and those street cool hip hamsters love it.
This photo, “Souls” by Bill Smith used under CC BY 2.o. “Souls” is licensed under CC BY 2.0 by Gay Family Kia.
Warranties include 10-year/100,000-mile powertrain and 5-year/60,000-mile basic. All warranties and roadside assistance are limited. See retailer for warranty details.