The old days of mediocre cars from Kia seem to be over, as evidenced by this funky crossover that's half the price of the Mini Countryman
Ever since Kia came to Thailand, its marketing strategy seemed to be quite inconsistent which was probably due to changes in distribution as well as constant tampering with vehicle excise tax.
Life for the Korean brand started out with SUVs in the late 1990s, thanks to a now-defunct privileged tax for off-roaders that allowed the Sportage a competitive position in the Thai market.
And when Yontrakit took over the brand around a decade ago, it shifted the focus to MPVs like Carnival.
And after knowing that it is very difficult to penetrate the Japanese-dominated passenger car market, Kia turned to the K2700 _ a one-tonne pickup that was actually a mini Hino.
Today, the Thai Kia agent is switching to the Soul, a stylish crossover blending the virtues of MPV practicality and SUV drivability.
Although the red colour may be too flashy for some, it substantially lifts the ambience inside.
You may be thinking that Kia has absolutely no stand point in Thailand. But here's our guess. Most of Kia cars are crappy to look at, sit in and drive _ in the past, at least.
We say yesteryear, because if you look at Kia's global model lineup today, the design is surprisingly contemporary thanks to the recruitment of an ex-Audi designer.
And that is perhaps the mission of Kia's latest marketers in the country: communicate a new image for Thais to forget the old days of shoddy Kias. And if you'd asked us whether the Soul is the right car to start with, we certainly think so.
Looks are certainly subjective, but the Soul stands out in a Thai landscape flooded with bland-looking, me-too pickups and saloons. The sharp and erect lines of this Kia even make heads in Minis turn.
And thanks to a generally boxy package, the Soul doesn't really compromise in practicality. As a B-segment crossover along the lines of a Mini Countryman, there's sufficient occupant space inside the Soul. The fifth person would also find its perch quite comfy _ something not too common in cars these days.
Although the boot is average and the rear seats don't fold down completely flat, there are many cubbie holes around the car to take an assortment of things. Price aside, which we'll touch on later, the Soul is maybe the most practical five-seat B-segment car around in the Thai market.
If you compare the Soul with past Kias, quality in general is a leap forward. Although the choice of plastics isn't first rate, the build is sturdy. The doors, too, shut with a convincing thud and the boot lid is light, easy to close and not flimsy in operation.
It's just a shame that the interior fascia looks a little staid in comparison to the bold exterior design. Some may find the red colour a little too flashy, but that shade certainly helps lift the ambience inside. And to bring a smile to the younger set of buyers, there's adjustable lighting for the front speakers' rims _ a real gimmick.
Instead, you'd wish that some emphasis should be put on safety features on a car costing some 1.3 million baht. The Soul just has anti-lock brakes and dual frontal airbags to its credit _ ample evidence of how keen Kia wants the Soul to be cheap in price (half that of the Countryman).
For suspicious car punters, the Soul isn't an import. It is brought to Thai shores in semi-knocked-down (SKD) form with a projected sales volume of 100-200 units this year. For instance, the seats and tyres are made in Thailand.
The Soul’s styling stands out on Thai roads.
Credit: Bangkok Post (www.bangkokpost.com)
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