2010 Kia Soul test drive

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The all-new 2010 Soul represents a big change for South Korean automaker Kia. Known best for their budget-priced cars, Kia is jumping ahead into the world of cutting-edge styling and customization with this new box on wheels. The 2010 Kia Soul is attractively styled and priced, but can it play in the big leagues? Read on. $13,995 base, $18,890 as tested, EPA fuel economy estimates 24-26 MPG city, 30-31 MPG highway.

Larger photos: Front - rear - all photos

They say that timing is everything. Of course, they also say that image is everything, and that money is everything, and still others say that money isn't everything. My point, and I swear I used to have one, is that Kia's timing for introducing the new Soul couldn't be much better. It all comes back to the Scion xB.

A couple of years ago, Scion turned their little box on wheels into a bigger box on wheels, one that was heavier, thirstier, and not quite as boxy. (For the record, I like the new and bigger xB, but I'm not exactly on the cutting edge of good taste.) All the young and young-at-heart singles to whom the original xB appealed so much were basically left out in the cold... until now. Gather your things, young'uns; Kia's come to give you a ride.

Said ride is the 2010 Soul, and while comparisons to the original Scion are inevitable, the Soul is hardly a carbon-copy. The styling is just as daring, yet not quite so polarizing. But inside, the Soul offers more space and convenience than the old xB could ever dream about.

The Soul's biggest problem is probably the Kia badge on the nose. Kia has a well-earned reputation for making cheap-looking, cheap-feeling cheapmobiles known for their cheapness. Well, I'm here to tell you that Kia's turned over a new leaf. The Soul is a good deal more substantial than any Kia in recent history (with the possible exception of the also-new-for-2010 Forte). Perfect? No, but the Soul approaches Japanese levels of niceness, even if the price tag -- $13,995 for starters, rising up to just over $20k -- remains distinctly, well, cheap.

Larger interior photo

Open the door, and what you see depends on what model Soul you're driving. Base and "+" models get a black dash, "!" models get black-and-tan, and the Sport gets black and red. My test car was black-and-tan; it looked nice but the dash reflected in the windshield on sunny days.

The materials looked like high-class stuff at first glance -- way better than what I'm used to seeing in Kias -- although I soon discovered that their beauty is only skin deep. I accidentally nicked the plastic around the handbrake with my thumbnail and left a big, ugly, white scar. Closer examination of the door panel just above the armrest revealed a bunch of similar nicks, though how those could have occurred is beyond me -- perhaps a previous driver had his elbows pierced? Regardless, I figure that while the Kia's cabin looks great when new, it might start to look pretty ratty after a few years.

Materials aside, I liked the interior a lot. The Soul's tall driving position feels more like a small SUV than a small car. The comfy front seats are height adjustable, and all the buttons, dials and switches are easy to reach, easy to read, and easy to use. The back seat got the thumbs-up from both of my kids. Andrew, the shorter one, found he could see out as well as in most cars, and Robert, the taller one, said he had plenty of legroom. But I was a bit disappointed with the cargo bay. At 19 cubic feet it sounds good on paper, but it's not as well shaped (nor as useful) as the Honda Fit (20.6 cu. ft.) or the Scion xB (21.7), though it still wallops the Nissan Cube (11.4).

The base-model Kia Soul gets a 122 horsepower 1.6 liter engine and a 5-speed manual transmission, while the +, ! and Sport models (no, really, that's what Kia calls 'em) get a 142 hp 2.0 with either a stick or an old-tech 4-speed automatic. My automatic "!" tester accelerated more than adequately, although it was rather noisy. I'm sure the 1.6 liter Soul just does fine, although EPA fuel economy estimates aren't that much different -- 26 city/31 highway for the 1.6 vs. 24/30 for the 2.0. I averaged 25.9 MPG, a little disappointing for such a small car but acceptable considering the Soul's toaster-like aerodynamics. (For comparison, I averaged 29.1 MPG in Nissan's competing Cube and 24.9 MPG in the Scion xB.)

I was surprised at how well the Soul handled. It's no sports car, but the tires grip the road nicely and there's very little body lean in the curves, which is especially important in a car that feels this narrow and tall. I found the Soul to be way more enjoyable than the Nissan Cube, although not as easygoing as the Scion xB. The ride feels firm but not uncomfortable, although my wife Robin thought it was way too rough on the freeway. And the steering kicked back something awful on bumps, which was both surprising and unpleasant.

Safety-wise, the Soul comes with a full complement of airbags, antilock brakes, and standard electronic stability control (ESC). Crash test scores have been excellent -- in fact, the Insurance Institute of Highway Safety named the Soul a Top Safety Pick for its combination of strong occupant protection and standard ESC.

Overall, I'm really impressed with the Soul. I think the good (attractive styling, roomy interior, easy-to-use controls, good handling) far outweighs the bad (cheap plastics, firm ride, steering kick-back), and if it offered just a bit more cargo space, I might seriously consider buying one.

The Kia Soul strikes a nice balance between its two cubic competitors, the Nissan Cube and the (new) Scion xB. I like the Cube's polarizing styling, but the Kia is roomier and more utilitarian, plus I like its interior design better and I think it's more fun to drive. But Kia is an unknown quantity for many buyers, 10 year/100,000 mile powertrain warranty notwithstanding. And it's not like you're paying a lot for the Nissan name: The base-model Cube comes with the same stuff as the base-model Soul -- air conditioning, CD player, power windows and locks, and electronic stability control -- for only about $715 more. The Scion xB offers even more space and better driving dynamics than the Soul, but the price difference is pretty steep -- the Scion costs almost $2,500 more, plus it's not as fuel-efficient. I'd also consider the Honda Fit, but it's nowhere near the bargain the Soul is, plus the base models lack ESC. Clearly, the Soul is the sensible choice... kind of like the original Scion xB.

Bottom line: The 2010 Kia Soul is a car that has all the basics down and then some. It's innovative, easy to drive, packed with safety features, backed by an epic warranty, and priced to sell. Scion's loss is Kia's gain. -- Aaron Gold

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