Goodbye Soul
After more than a decade and a half in production, South Korean automotive mainstay Kia is saying goodbye to one of its most distinctive vehicles in its lineup of stylish cars. In a statement released on October 6, the automaker confirmed that the Soul will not return for the 2026 model year, marking the end of an era for a car that dared to be different when it was launched.
“The Soul was one of the cornerstones in Kia gaining a foothold in the United States, and this one-of-a-kind vehicle – and the marketing supporting it – helped Kia move to where it resides today,” said Eric Watson, Vice President, Sales, Kia America. “Kia is steadily progressing towards its third consecutive annual sales record and all-time high market share, and that is possible thanks to the early success carved out by the Soul. We are proud of the legacy Soul will leave behind as it exits our lineup, but equally excited for the future of Kia’s expansive and award-winning utility vehicle lineup.”
The box that stood out
While it seems like a lifetime ago, 2009—the year the Kia Soul was released—was a different time for Americans and car buyers. Facebook and Twitter were getting their legs as prominent social media platforms, the New York Yankees won the World Series, and the auto market was thinking small. Within the three years before the Soul’s launch, a wave of quirky and fuel-efficient small cars emerged to fight for the dollars and attention of young city-dwellers and eco-conscious buyers, including the first American versions of the Honda Fit, Smart Fortwo, and even Scion’s xB.
According to Kia, designers at the Kia Design Center America were inspired by a nature documentary when developing the Soul’s design. The designers sketched out their idea of a “boar wearing a backpack,” penning a sketch that translated the animal’s strength and attitude relative to its size into a vehicle. The automaker also noted that while some cars lose their edge during the design process from sketch to clay models to concept cars, the production model that began sales in 2009 was very close to what they had penned.
Kia
With a quirky brand image solidified by a memorable hamster-themed advertising campaign, the Soul never tried to blend in; it carved out a niche for those desiring something more exciting than another sedan or hatchback. What truly made the Soul special wasn’t just its looks, but also its surprisingly roomy interior despite its compact size. In addition, the Soul’s high seating position offered SUV-like visibility in a package with city-friendly dimensions. Although the design was polarizing, it garnered its share of die-hard enthusiasts.
Evolution through the years
The Soul went through three generations during its 16-year run, each refining the formula while maintaining that signature boxy aesthetic. The second generation, sold from 2014 to 2019, grew slightly in size and added more technology and safety features. The same year, it was also sold as an EV, becoming Kia’s first electric vehicle. By the time the third generation arrived in 2020, the Soul had matured into a genuinely well-rounded vehicle with turbocharged engine options, advanced driver-assistance systems, and a surprisingly upscale interior for its price point.
Kia
Although it sold more than 1.5 million units throughout its lifetime, the decision to discontinue the Soul is a sign of major shifts in the greater car market that Kia is observing. On Kia’s end, the automaker has been solidifying its budget-friendly offerings with the compact K4 sedan and hatchback, while also expanding its electric vehicle lineup with cars like the EV6 and EV9. To make matters worse, the subcompact crossover segment in which the Soul competes has become increasingly competitive and crowded, while Kia buyers have been drawn to larger SUVs like the Sportage, Sorento, and Telluride.
Since its release in 2009, the Soul’s segment has grown to the point where Kia is pitting the boxy hamster-mobile against some of its own, more traditionally styled offerings like the Seltos, as well as those from Honda and Toyota. According to September 2025 U.S. sales figures from the respective manufacturers, Kia moved 4,069 Souls, while Toyota sold 6,386 Corolla Crosses, and Honda sold 10,870 HR-Vs.
Kia
Final thoughts
As someone who has appreciated the Soul, its discontinuation stings. It was a car that is rare in today’s stockholder-value-centric automotive world, one with character that doesn’t take itself too seriously. The dancing hamsters in the commercials may be ridiculous, but they cemented in the minds of future buyers what the Soul stood for.
If you’re interested in getting one of the last Souls, Kia says that some 2025 models are still available at dealerships while supplies last. Who knows, in a few decades, these funky little boxes might become cult classics.
