First Test: 2010 Kia Soul

Rather than reinvent the box, Kia has decided to try and beat Scion at its own game with the 2010 Kia Soul. The formula is similar: Offer an offbeat-styled vehicle loaded with features for a bargain price, encourage customization with a slew of optional accessories, and target it straight at the college crowd. So how is the Soul anything but an xB clone, then? Kia answered this question by taking every piece of the formula a step further.

First, Kia set out to make the Soul appear to be something more than just another box, so the Korean automaker's designers created a greenhouse with an eye-catching reverse-wedge shape, pushed the wheels out to the corners, and wrapped them in wide rubber. Out front, the Soul's big, round nose and tiny grille has become known as Kia's new "bulldog styling" cue.

If you're having trouble placing the Soul in the market, you're not alone. Kia not only recognizes this but embraces it, saying the Soul "defies categorization." It's not as boxy as the xB or the Nissan Cube -- the other new box on the block -- nor is at as sporty as a hatchback like the Mazda3 or Volkswagen Golf. The Soul seems to exist somewhere in the middle.

The pushed-out wheels lend the Soul a wide stance and sporty presence, but also make the greenhouse look small. Inside, though, there's plenty of space for you and your guests. Legroom is more than adequate for most passengers in front and rear, and there's plenty of head and shoulder room for taller passengers. Kia claims the Soul offers more passenger space than the xB, and it certainly feels spacious, though the Scion wins the cargo comparison. In fact, the Soul's cargo space is surprisingly small at 19.3 cu ft with the rear seats up, though it's still good for several medium-size suitcases. Drop the 60/40-split rear seats, and the Soul actually becomes a fairly capable hauler at 53.4 cu ft, though the rear hatch is deceptively small when opened. For smaller items, you'll find the partitioned underfloor tray in the cargo area useful for keeping things organized and from sliding around. Up front, you'll find plenty of cubbies for stashing cell-phones and iPods and the like, along with a glovebox deep enough to hold a laptop computer.

Kia has loaded up the Soul with all kinds of features and technology to keep its occupants entertained at all times. Though a base Soul can be had for just $13,995, we recommend you pop for at least the Soul + (Plus) at just $1000 more. With it, you'll get standard Bluetooth hands-free phone, Sirius Satellite Radio, iPod, USB and Auxiliary connections and a six-speaker stereo with CD player. An optional audio upgrade package will get you a center-channel speaker in the dash and a subwoofer in the back, and Kia will sell you a Garmin portable navigation system through its accessories program for all your direction-finding needs. An in-dash unit is in the works. That's lot of value for a car that tops out at $18,600, although it's not surprising from Kia, which has made its rep on the bang-for-the-buck equation.

The Soul will launch with 11 color options with names like "Lava" and "Alien" (the kids are sure to love them!), and Kia will roll out three more color choices after the vehicle goes on sale. To really inspire your creativity, Kia offers more than 50 accessories for the Soul, including body kits, graphics, performance parts, and more so every buyer can say his Soul isn't like any other. Kia plans to continue to add new accessories to the catalogue so owners can keep updating their cars. Some of it, like the lighted front-door speakers that can be adjusted to flash in different patterns as part of the audio upgrade package, is a bit gimmicky, but given that similar items are already available in the aftermarket, they're likely to pick up a few fans.

Okay, so the design is funky and unique and the options and value are impressive, but how does the Soul, you know, drive? We tried out the five-speed manual and the four-speed automatic flavors, both equipped with the up-level, 142-hp, 2.0L engine. While the Soul proved relatively quick and nimble in city traffic, on the highway, the engine could use a bit more pluck and the automatic transmission an extra gear. Kia assures us it's already looking into both issues.

While its wide tires lend the Soul a sporty stance, they also transmit a fair amount of road noise on rough pavement, though it's not excessive. Despite the sporty look and our tester's Sport trim level and retuned suspension, the Soul exhibited a bit more body roll than expected and posted an average grip of 0.83 g around our skidpad. Its lap time around the Motor Trend figure-eight course was unremarkable at 28.2 sec and 0.59 g. But despite the average numbers, all its handling figures best those of its direct competitors, so it's very competitive in its segment. One quibble we have is with the Soul's steering, which feels heavy at low speeds and lighter at high speeds -- not exactly a great combination.

Straight-line acceleration isn't much to get excited about, either. Even with the top-shelf 2.0L underhood, the Kia took a somewhat leisurely 8.7 sec to reach 60 mph and passed the quarter-mile mark in 16.7 sec at 81.2 mph. We didn't have a car equipped with the 122-hp, 1.6L engine on hand to test, but it's safe to say it will be even slower. The Soul's saving grace is its surprisingly low 2875-lb curb weight, which could help it generate some more impressive numbers with a bump in power. Still, its performance is just behind the xB and ahead of the Cube. Kia has looked into an all wheel-drive unit, but found it too heavy, too big, and too expensive to work on the Soul. No plans have been made yet for a hybrid version, either.

Though far from quick, the Soul still feels peppy around town, thanks to short gearing in both the manual and automatic transmissions. Wind out the engine, though, and you're likely to get more noise than performance. Clearly, this car was meant to live an urban life, and in that environment, it shines. While the automatic could use another cog, it would be the better choice for city commuting, as we found the manual a bit loose and ropy when rowing through the gears. On the other hand, a 1.6L Soul with a manual transmission offers the best fuel economy, at 26 city/31 highway mpg. Opt for the automatic, which is only available with the 2.0L engine, and you'll see 24 city/ 30 highway mpg, which is exactly the same as you'll get with the 2.0L engine and the manual transmission.

In addition to its wallet-friendly fuel economy and array of gizmos, the Soul also offers a full portfolio of safety features. The Soul packs just about every electronic safety system you could think of, including ABS, Brake Assist, Electronic Brake Force Distribution, Electronic Stability Control, Traction Control and a Tire Pressure Monitoring System. It also features dual front airbags, side airbags for the front seat passengers, active headrests on the front seats and full-length side-curtain airbags.

Will clever features, like an extra power port in the cargo area and glow-in-the-dark Soul logos embroidered into the seats, be enough to win over box-buyers? Our experience says yes, especially at the cutthroat price point. Unique styling, high-tech equipment, and tons of add-ons will likely draw buyers to Kia lots, and the good fuel economy, impressive safety features, decent performance, warranty, and low sticker price will certainly help. If Kia can smooth out a few first-year wrinkles, we could see a new heir ascending the box throne in the near future.