#2017KiaSoulTurbo

Some years ago, product planners at Nissan, Honda, and Kia each decided to cut stylists out of the design process for a new car line and hand everything over to engineers. Those engineers, looking for the most practical and efficient shape to haul maximum cargo – fleshy or otherwise – each decided to use a cube for inspiration. Nissan didn’t stray far even for a name.

Each of those boxes was marketed toward the youth of the day – when they came out, I was part of that target demographic. Problem was, the kids didn’t have money to spend on a new car. That’s why many Elements, Cubes, and Souls tend to be driven by older, somewhat more affluent folks who appreciate the practicality, and can also afford it.

Well, I’m now approaching that second demographic. My forties are within sight. Is the 2017 Kia Soul right for me? In other words, is an old soul right for a new Soul?

America’s midsize sedan market is fading fast. Sales are down 12 percent this year, and the cars that operate farthest from the top of the leaderboard are the cars that are fading fastest: the Mazda 6, Volkswagen Passat, dying Chrysler 200, and the Kia Optima.

U.S. sales of the Kia Optima, the best-selling Kia in America in each of the last four years, are down 25 percent through the first ten months of 2016, a loss of more than four Optima sales for the average Kia dealer per month.

The Optima, therefore, is no longer the most popular Kia in America.

Korea’s second largest automaker knows that the Soul is getting a little long in the tooth. So, to hold the public’s interest, they’ve subtly revamped the styling and added an optional turbocharged engine that makes the previous offerings seem paltry.