It’s been a long time since three music-loving hamsters cruised lazily down a boulevard in their Kia Soul. Up until recently, they’d be able to do that in a car that was a genuine hatchback with a tall cabin and a simple 147 hp engine, and without having to spend more than $22k on their wheels. But Kia’s story and marketing positioning appear to be changing. Certainly, the company may still have affordable cars and its electric EV3 is approaching. But its current offerings seem quite a long way from those early rodent-inspired days in terms of positioning, styling, and overall price.
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