2009 Kia Soul: Budget bling

Kelowna, B.C.–I'm in the target market for the Kia Soul and the vehicle's engineers thought of something even I didn't know I wanted: front speakers that light up in time with the music.

Seriously. It's like being in a moving ambulance with Bloc Party cranked to 11.

Starting at $15,495, it's hard not to like this hatchback, especially when you consider the features you get on the base car: six airbags, active front headrests, power windows, power locks, power (heated!) mirrors, AM/FM/CD/MP3 stereo with AUX and USB inputs, Bluetooth hands-free connectivity, steering wheel-mounted audio controls, external temperature gauge and heated front seats. Air conditioning is $1,000.

Attractive as that package might seem, however, there are a few things to keep in mind. The marketers may rave about the Bluetooth, but the base model's 1.6 L engine is likely underpowered (they didn't have any at launch to test), you cannot get stability control or ABS and it's only available with a five-speed manual transmission.

Kia expects the better-equipped next-step-up 2.0 L 2u model to represent the most popular choice. At $17,995, it's aimed at the soul (sorry, had to) of Canada's compact car market. Even Kia said that it would likely cannibalize sales from its Spectra5 model. At this trim level you get alloy wheels, disc brakes with ABS, electronic stability control, speaker upgrade, cruise control, keyless entry and air conditioning.

I drove both the 4u and 4u Retro trims – both with automatics and both powered by the 2 L 142-hp engine. They also had "sport-tuned" suspension, 18-inch wheels, fog lights, premium stereo with subwoofer, sunroof – and the aforementioned "mood lamp" that beats in time with the music.

Inside, there's a good mix of materials with a protruding centre stack (reminiscent of the Volkswagen New Beetle) that offers a good use of space. The glove box is huge, but the flat-folding rear seats and underfloor cargo tray are where the Soul earns practicality points. The rear underfloor tray is deep and large, and likely able to accommodate a shoebox at its centre. Below the tray sits a spare tire.

Kia told us during the presentation they used the Dodge Caliber, Suzuki SX4, Scion xB, and upcoming Nissan Cube as benchmarks – though for my money I'd also add the larger Pontiac Vibe, Toyota Matrix, and Volkswagen City Golf to the list.

Practicality is good for its class despite its diminutive exterior dimensions. It doesn't look it, but the Soul is shorter than both the Caliber and SX4. It feels more spacious inside than either, and although with the rear seats up there's only space for two carry-ons, with the seats down it bests the Matrix for cargo space – 1,398 litres compared with 1,511 litres for the Soul.

Compared with the benchmark Honda Civic, the Soul also exudes a tied-down feel on the road that's rare in its class. Quick steering coupled with good visibility meant I wished for more city streets to test the car's likely in-town strengths.

On the winding and hilly roads in B.C.'s interior, however, the car's comparatively wide stance made it feel solid, with little body roll. At steady speeds it was quiet, but passing prompted the ancient four-speed transmission to "Weeee" into third to make a pass. A five-speed automatic would work wonders for the car's overall performance in hilly terrain.

These driving impressions raised a couple of questions in my mind about Kia's approach to selling the vehicle to my demographic. Why the mood lighting and not a five-speed automatic (which would be far more useful)? Or why not a telescoping steering column for shorter drivers? And why 18-inch wheels that are expensive to buy winter tires for on a compact car – especially since many first-time buyers will gravitate toward this car?

Kia said that the worst thing that could happen to the Soul is if it went "niche" – like if only Nerds On Site technicians bought them. The automaker hopes an aggressive marketing campaign that includes strange teaser commercials and a boatload of accessories will help.

These accessories include (among many others) a vinyl decal of a dragon that wraps around the Soul, performance exhaust, lowering springs, sport shifter, alloy wheel upgrades and chrome mirror caps.

Kia hopes buyers will be tempted into making their car a little more individual with dealer-installed upgrades, to further separate themselves from other owners.

It may seem like Kia is trying to corner the hip, young, accessorized econobox market before Toyota's youth brand, Scion, arrives in Canada this year. True, the overlap in models is uncanny, but Kia's push is to make the Soul a popular vehicle in its own right, and not a stepping stone into one of the company's pricier products.

My favourite Soul was the 4u Retro trim, only available in cream white, navy blue, silver or black. Its two-tone beige and black dash may not suit everyone's tastes, nor will its houndstooth-patterned seats.

After posting an image of the seats on Facebook, a friend wondered why Kia would use "leftover '80s fabric." I hadn't the heart to say it had made a comeback – three years ago.

That's the sort of discussion Kia hopes to generate with the Soul, which will be in showrooms in the next month. Unless you sew your own seats, there's no way to find a Matrix with such an eclectic interior.

Compact cars are a common sight on Canadian roads, and the Soul seemed in my short drive to generate at least some positive attention from passing motorists.

A woman in her 50s even took the time to roll down her window and say the car was "so cool."

She was just about the age to appreciate mood lighting, too.

Travel was provided to freelance writer Michael Banovsky by the automaker. banovsky.com

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