I don’t really know what caused the Kia Soul to be such a big hit in the US. Was it all down to the hamster marketing, or did the car’s qualities also come into play? It’s a good, if a bit awkwardly styled hatchback masquerading as a crossover with an attractive price tag which has been completely redesigned and reengineered for the new generation, though the familiar shape is still there.
However, to emphasize the work they’ve done under the skin (the body shell is 28 percent stiffer than before and the suspension better tuned) they’ve chosen to put their prized hamsters on a diet for (and during) the latest ad. It focuses on them working out, and getting in shape; because the three little furry critters are superstars who get the red-carpet treatment wherever they go… though that probably has nothing to do with the car they drive.
Do you think the hamster thing has just dragged on for too long and is a bit silly now, or do you think Kia is smart in keeping the hamsters that brought the Soul success active? Sure, the industry trend is to attract younger buyers, but the pre-teen audience that enjoys watching these lacks a driver’s license, discernment or any kind of financial reach.
In addition, now that new model is out, people will have to start selling their Soul, to buy the new, improved one, and at such an early age too…
By Andrei Nedelea