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2015 Kia Soul EV Prototype

Spend a few days chatting with the good people of Seoul about their neighbors to the north, and you'll find a pattern emerges. When they first start talking, South Korea's citizenry speaks openly and ardently about seeking reunification with their North Korean brothers and sisters. Yet once you get beyond casual conversation, you'll find that those hopes and wishes aren't all that they first appear to be. Quite reasonably - and despite everyone's best intentions - there's genuine fear that opening the border with communist North Korea would severely tax South Korea's finances, infrastructure and daily lives. It's almost as if reunification feels like something the general public has to say they want, even if they're really not buying into the reality.
It's kind of like the way American consumers and the media have been crying out for electric and hybrid automobiles, yet when it comes time to vote with their pocketbooks, their hearts just aren't in it. There are potential financial and infrastructure concerns, along with lingering worries about how well EVs will integrate into their daily lives. Today, hybrids and plug-ins make up about three percent of new vehicle sales, and the vast majority of those models are gas-electric models - one in particular. Pure electrics aren't yet even a drop in a very large bucket. It's exactly this uncomfortable dichotomy that rings in our heads as we drive through the traffic in Namyang at the wheel of a 2015 Kia Soul EV prototype.
Of course, one can't blame Kia for developing an electric car - it has California's zero-emissions mandates to meet, regardless of whether the segment's sales suggest there's a sound financial strategy attached. Kia officials we spoke with at this early drive of the company's electrified 'box' car seemed to tacitly acknowledge the Soul EV's difficult business case, but pointed to the company's effort to reduce its CO2 output as part of its reason for being. And besides, their beancounters' industry-wide projection for global EV sales in 2018 is 600,000 units, so there's got to be room to grow, right?

South Korea firms up fuel economy regs following Hyundai/Kia debacle

According to a report from Reuters, South Korea's government has drafted strict new rules for automakers to follow when calculating fuel economy. The legislation comes after a major snafu by Hyundai and Kia that resulted in the automakers lowering the estimated fuel mileage of many popular models - some by several miles per gallon, including the Soul subcompact above - and compensating owners in the US and Canada for the reduction.
The new fuel economy rules were announced by the Ministry of Trade, Industry and Energy in South Korea and will see average mileage ratings drop by roughly three to five percent, according to the report. In addition, manufacturers found guilty of overstating mileage figures will be liable for fines of up to $900,000.
These sweeping new regulations will go into effect in the second half of 2013 and, while they won't have any effect on EPA estimates for Hyundai and Kia vehicles in the United States, they are expected to result in new ratings for the two automakers in their home market of South Korea, where they enjoy a whopping 70-percent market share.

2014 Kia Soul to get quasi-SUV look for Europe [w/poll]

The 2014 Soul is bigger and more refined, and Kia says its look has been inspired in part by the Track'ster concept. Interestingly, European buyers will get the option of a different look than what we'll see in our showrooms. They'll be able to specify the SUV Styling Pack seen here, which includes matte-black cladding on the front and rear fascias, along with what Kia refers to as piano-black trim on the wheel wells and side skirts. The roof is available painted black, white or red. With all of that black trim and slightly tougher look, the styling reminds us of the Fiat 500L Trekking, a model the Soul will compete directly against.
European markets also have the ability to spec their Souls like our North American version, which substitutes body-color trim for most of the black pieces. Currently, there are no plans to bring the SUV Styling Pack to the US. But that doesn't mean we'll never be able to buy this butch-look Soul on our side of the Atlantic. Company spokesperson James Hope confirms to Autoblog, "[Kia] has no plans to offer something similar to the EU-spec Soul at this time. However, we are always monitoring the market and if we saw an opportunity we would certainly look into it."
Feel free to peruse the press release below for more details on the Euro-spec Soul - which is slated to debut at next month's Frankfurt Motor Show - and then let Kia know if they should bring the SUV Styling Pack here by participating in our poll below.