Kia’s iconic Soul, once the go-to ‘first car’ for young professionals and a quirky favorite that captured the hearts of the youth, is set to drive off into the sunset after a 17-year run.
Kia recently announced plans to discontinue production of the Soul after the 2025 model year.
A design-driven success story with 2.33 million units sold
When it debuted in 2008, the Soul’s revolutionary design, which blurred the lines between sedans and SUVs, quickly became a must-have for young professionals entering the workforce.
Its distinctive boxy exterior and practical interior struck a chord with younger buyers looking to express their individuality.
Over its 17-year lifespan, the Soul sold an impressive 2.33 million units globally and played a crucial role in elevating Kia’s brand recognition in the U.S. market.
Why axe a popular model? Kia shifts focus to higher-profit vehicles
Surprisingly, the Soul continues to enjoy strong popularity overseas.
Last year alone, tens of thousands of units were exported, primarily to North America, demonstrating its ongoing appeal. Despite this, Kia’s decision to discontinue the model stems from hard business realities.
Kia has opted to concentrate its resources on the Sportage and the upcoming electric vehicle EV3, both of which are experiencing surging global demand, rather than continuing with the lower-margin small box car segment.
The Gwangju Plant production line that previously built the Soul will be retooled to manufacture higher-value, more profitable models.
Unmatched personality at its price point: A symbol of youth fades away
Consumers are particularly dismayed by the Soul’s discontinuation due to its unbeatable value proposition and practicality.
Often praised for its deceptively spacious cargo area, the Soul was widely regarded as the most rational choice in the 20 million KRW (about 15,000 USD) price range. Its high roof and excellent visibility were a boon for novice drivers, but now more expensive SUVs will fill this niche.
Online reactions to the news have been passionate, with comments ranging from disbelief that “my first car is disappearing,” to nostalgia from those who “really wanted this car in my 20s.” Others lament the loss of affordable, distinctive vehicles in pursuit of profitability, wondering if “the boxy Soul will only be available as a used car now.”
Editor’s Take: After a 17-year run, this youthful legend has hit the wall of ‘efficiency.’ The Soul’s distinctive boxy character will now live on as a cherished memory for many who chose it as their first set of wheels.
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