Typically known for producing wallet-friendly cars, Kia has decided to take a different approach to the automotive market: Fun.
The Korean automaker will display three concept versions of its upcoming Soul crossover at the Geneva Show on March 4. The Soul, which first appeared in concept form at the 2006 Detroit Auto Show, is set to join Kia's lineup late this year as a 2009 model. Pictured is the rear end of the Soul Burner concept, which Kia calls the "Bad Boy" of the three it will show. The Burner comes complete with dragon tattoos. Yep, tattoos, sounds like fun to us...
With the concept trio, Kia is clearly trying to emphasize the ability to customize the Soul in a somewhat Scion-esque fashion, in a package that looks to be similar in mission to the new Scion xB. According to the Kia website, the Soul is expected to have a 2.0-liter, four cylinder engine with a five-speed automatic transmission.
Hopefully the marketing for the Soul will be better than that of Scion's recent dark campaign that featured little green "deviants" eating and ripping apart "sheeple." We're guessing the marketing minds over at Kia won't be going that route in the automaker's latest effort to snare customers that it hopes will forge an emotional bond with the Soul and the brand.