The hamsters have left the building: Kia is ending Soul production after 16 years

Kia Soul production to end

Kia has officially confirmed that the Soul will be discontinued in October 2025 after 16 years on the market and sales of over 1.5 million units in the US alone. Initially considered an unusual and eccentric car, this car has become key to transforming the brand's image, helping Kia become a recognizable and successful brand.

Unique design and concept

The Soul debuted in 2009 with a design that stood out from other compact cars of the time. The inspiration for the shape was the image of a “boar with a backpack,” which symbolized strength and practicality without excessive dimensions. This square shape remained virtually unchanged after the transition from concept to mass production and quickly gained popularity.

Iconic advertising campaigns

A significant role in popularizing the Soul was played by creative commercials with animated hamsters dancing to hits by bands such as Black Sheep and LMFAO. This campaign went viral even before the concept of “virality” was widely used. The advertising presented the Soul as the coolest club on wheels, which contributed to the rapid growth of brand recognition.

Evolution and concepts

Over the years, the Soul became a kind of testing ground: concepts were developed, including convertibles and sports versions for the track. Although most of them did not reach mass production, they continued the spirit of the original model.

“The Soul was one of the foundations on which Kia strengthened its position in the United States. This unique vehicle and the marketing that accompanied it helped Kia reach the status it is today,” said Eric Watson, vice president of sales for Kia America.

Sales decline and legacy

The Soul’s peak sales fell in 2015, and since then, the figures have not reached their former heights. Despite this, the model remains an emblem of a combination of practicality, style, economy and individuality at an affordable price. Currently, several thousand examples remain at dealers, so fans of the model have the opportunity to buy one while they still can.

The cessation of production of the Soul comes against the background of an overall increase in Kia sales, which set new records every year. This shows that the brand is refocusing on modern crossovers and electric models that are in line with current market trends. However, the Soul remains an important part of the company's history, proving that an unconventional approach can lead to long-term success.