Commentary: Nothing Will Save The (Kia) Soul
Throughout my time watching the automotive industry, I feel we are in yet another cycle that has been frequently repeating itself.
We are an interesting time period for the automotive industry.
Yes, it sounds like a broken record. However, there are too many reminders that the industry we love is entering into a challenging period.
The indicators are there. We are seeing a rise in Moroney prices, thanks to this year’s tariffs. Therefore, the average vehicle transaction price is now over $50,000 in the USA. The elimination of tax incentives for electric vehicles is threatening to slow down showroom traffic and quell interest on these sustainable vehicles.
Financing has become a challenge. We are seeing longer monthly terms on vehicle loans. The days of affordable monthly payments on new vehicles are practically over.
This is not just about new vehicles. Used vehicle prices continue to go up since the COVID-19 Pandemic. There is some inventory, but you are finding prices reaching into new vehicle territory.
Throughout my time watching the automotive industry, I feel we are in yet another cycle that has been frequently repeating itself. However, it is perhaps too early to talk about recession and other governmental issues without sparking debates and angry mobs on social media.
If there was one thing that has been gaining traction in automotive conversations, it is the absence of affordable automobiles. By the end if the 2026 model year, it would become a rare sight to see a vehicle offered with a base price if below $23,000. Before 2020, we saw plenty of vehicles on sale with sticker prices below $20,000.
This leads me to wonder how Kia would no longer offer its affordable small crossover – the Soul.
It was a small crossover. It was not available in all-wheel drive. Some came with electrification. It attracted a wide spectrum of owners. It is as versatile and useful as other similarly sized vehicles. To make matters more interesting, the base price of one was $17,490 back in 2020.
What is it about the Soul? It is often ridiculed, true.
It Kia Soul was practical and it’s squared off rear end offered key cargo volume that was needed. It also had personality. Only a few vehicles had such an engaging and fun feeling during the Soul’s run. You had shapes and angles that entertained its occupants.
Some people called the Soul quirky. Perhaps derogatorily so. Sometimes a vehicle will attract its owner’s character. You can stereotype all you want, but Kia created a vehicle that offered joy in a smart package. The people who drive them are indeed joyful.
These are not the reasons why it was being cancelled.
Consumer tastes have changed. Perhaps trending towards conformity. Towards vehicles lacking original style. The joy may have seeped out of some design studios and onto the showroom floor. This is beyond larger screens, more interactivity, and the number of cupholders per passenger seat.
There was once a time when people wanted individuality in everything they do. Yet, some fall into the traps of conformity. Into following some social media influencer who has everything you desire.
Pause. We know we cannot put every damn influencer into a single silo. There are many types of influencers doing many types of things living various kinds of lives. Even those who actually own Kia Souls.
Granted, it never won any major awards. It was a safe vehicle as years go by. It can load uop people and things quite generously.
Still, I cannot find any logical reason why you would cancel the Kia Soul in this market.
If you look across Kia’s global lineup, there are vehicles that would fit the bill. But, at what price? And, can they easily meet the safety and crash testing standards set by both the National Highway Traffic Safety Administration and Insurance Institute for Highway Safety?
We said this before, we need affordable vehicles in the USA market. The Kia Soul was affordable – and cheerful. We better find something similar to it soon!
All photos by Randy Stern