Competitive Analyses

Looking at the competition for the Kia Soul, the top cars would be the Fiat, Volkswagen Golf, Nissan Cube, Scion xB and the Honda Fit. The Cube was specifically created to compete with the Kia, yet it was not successful. Each one is unique, and their respective brands have different advertizements and brand image. The strongest would be the Fiat and Soul. Recent new television commercials have been airing for the Honda Fit. It is important for a brand not just to create an ad for media or print, but to also understand what each medium can do and what people desire from the particular platform.

The brand image is conceived by the consumer in their mind through positioning. Much of this positioning is achieved through their advertisements. But what is a brand? It is the identity of the product and/or company. A brand or group allows people to connect through common experiences, whether through a social networking site, a community-building Web site, a passed-on link or interconnected functionality, discussion through a broadcast commercial, or simply through membership in a brand community (56).

The Nissan Cube will not be discussed too much, simply because it was discontinued after 2014. It had many quirky features, some even the Soul did not offer. But the back of the car had a huge blind spot, due to the placement of the wrap around window.

Soul vs. xB

The Scion xB is a very close call with the Kia Soul. They even have similar exteriors. An xB's interior is sure to impress. It's cavernous for a smaller hatchback: 71 cubic feet of cargo space with the rear seats folded. What really sets the interior apart, though, is customization potential. The Scion is available with loads of additional features you can replace or personalize -- most of them technology orientated.

The Kia Soul has lots of customization options as well. The price is a bit better than the Scion. The Soul handles crisply on the road. Fuel economy is good with an EPA-estimated 24/30 mpg city/highway.


 Soul vs. Fit

The Kia Soul's upright stance, squared shoulders and distinctive fender flares are instantly recognizable. A tapered design that Honda calls "super-forward aero-form" styling distinguishes the Fit from other city cars by giving it a forward-leaning stance. The expansive front windshield and large front-quarter windows not only enhance visibility but make the Fit's cabin seem spacious for the segment.
When parked side-by-side, it's obvious that Kia takes greater risks when producing the Soul. Where Honda invests in a more conservative style and features that might be more attractive to a young family, the Soul targets the extrovert who wants to be seen when driving downtown streets.


Soul vs. Fiat

Although the Fiat's center of gravity is lower than the Soul’s, it exhibits far more body roll, and the driver’s bolt-upright seating position exacerbates the sense of wallow. So does steering that is too good for the car it’s in. Were the suspension and brakes matched to the quick, progressive rack, this would be the start of a great enthusiast hatch. As it is, though, the rest of the car seems to want to relax, but the steering won’t let it.
The Kia’s body control is far better than the Fiat’s, and its overall balance is surprisingly neutral. If you could steer the Kia’s chassis with the Fiat’s helm, you’d have a lot more fun than you do in either car on its own. Both cars have mushy brake pedals, but the Kia’s is at least more consistently and progressively mushy.

Soul vs. Golf

 Test drivers write that the Soul's base engine could use more power when climbing hills, and some say that the larger, optional engine doesn't feel particularly peppy either. Reviewers add that the automatic transmission operates quietly. The Volkswagen costs $5,800 more than the Kia, making it 36.2% more expensive. These two vehicles are not typically cross-shopped (the Golf is a compact hatchback, while the Soul is a compact wagon).

The engine in the Golf is responsible for moving 3.1 fewer pounds per horsepower than the Soul, endowing it with a power-to-weight ratio that is 14.8% better.