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How the Koreans are cracking the luxury market

South Korea's two largest automotive brands are no longer the same companies they were when they first entered the world stage.
Anyone who visits Seoul after a few years absence is likely going to be in for a shock. What was, not that long ago, a decidedly third-world city is today a thriving, sprawling metropolis increasingly on a par with the world's most modern cities.

2014 Kia Soul

Rounding Out The Market's Best Box
As a car critic, you can tell a lot about a new car just by looking at a map. That's because more often than not, the geography of where a vehicle is initially launched will tell you a surprising amount about how the automaker feels about its new baby. Manufacturers want their models to be shown in the best light - dynamically and socially - so they put a lot of thought into where they first let members of the media slip behind the wheel. Luxury cars nestle up closely to swank hotels in the globe's trendiest locales, high-performance cars are let loose on breathtaking mountain roads with adjacent racetracks, and so on. It all makes for a tough life, as you can imagine.
So consider it telling that when Kia first launched the Soul way back in 2009, it did so in Miami. Trendy? Check. Billiard-table level, arrow-straight smooth roads? Frequently snarled with traffic? Check and check. You see, good as it was, the original Soul wasn't a particularly thrilling driver. Competent, sure, but its simplistic suspension, modest power and upright dimensions didn't exactly afford it entertaining driving dynamics. Which is exactly why Kia launched it in an environment utterly devoid of potholes and curves (save those conjured by the area's robust plastic surgery community), instead choosing a city loaded down with pedestrians and slow-moving motorists.

Next-generation Kia Soul spied with old box shape, new split headlights

The current Kia Soul has been around since the 2014 model year, and Kia has kept the little box fresh with the introductions of electric and turbocharged variants, the latter of which appeared for the 2017 model year. But based on these spy shots, Kia is preparing a more thorough redesign of the hatchback/quasi-crossover. Though Kia has covered the front and rear of the new Soul carefully, the middle section gives it away as the favored transportation of anthropomorphic hamsters. Also, while there are indications there will be significant design changes, the basic formula won't change. It will still have a really thick D-pillar, darkened A-pillar and a roof that gets thinner toward the front. The roof itself also looks a bit taller, although perhaps its just the rear windows that have gotten smaller. It appears the front fascia and windshield will also retain a similar amount of rake to the current models to prevent it from looking overly boxy. The front end, as camouflaged as it is, also reveals a major lighting change. Instead of the very large headlamps of the last two generations, the forward lighting will be split in two, and the primary illumination looks to be coming from the lower elements. This design follows in the footsteps of Hyundai's Kona and upcoming Santa Fe, as well as the Nissan Juke and previous Jeep Cherokee. The upper elements also look as though they sit lower in the fascia than on past models, perhaps to give the new Soul a more aggressive look. The back is also thoroughly covered up, but we can tell that the high-mounted taillights in the D-pillars will continue. It also looks like they wrap around the bottom of the rear glass this time. This is the first time we've seen the new Soul, and Kia hasn't said much about its plans for the car. We expect that it will continue to offer at least one naturally aspirated engine, if not two as it does currently, and a peppier turbo model. We would also suspect that all-wheel drive will be on the table to better compete with sub-compact SUVs like the Jeep Renegade and Honda HR-V, which have virtually the same body style as the tall, boxy Soul. Many already consider them rivals and Kia has even hinted at the possibility with its Trail'ster concept. We'll be keeping an ear to the ground, and an eye on the rear ends of Souls, to learn more in the future. Related Video: Featured Gallery Kia Soul spy shots View 11 Photos Image Credit: Brian Williams Spy Photos Kia Crossover Hatchback Economy Cars