After a unique and influential 16-model-year run, the Kia Soul is officially being retired following the 2025 model year. Production is ending this month, and only a few thousand Souls remain available at dealerships. The quirky, box-shaped crossover was a defining model for Kia, helping transform the brand’s image with its distinctive design and memorable marketing campaigns, widely remembered for the dancing hamster ads that captured public imagination over a decade ago.
The Rise & Influence Of The Soul
When the Soul arrived in 2010, its bold, unconventional square-like shape set it apart from other subcompact crossovers and cars of the era. Positioned against quirky rivals like the Nissan Cube and Scion xB, the Soul quickly found its own identity. Over 1.5 million Souls have been sold in the United States alone. The early generations, particularly the second, earned critical acclaim and Car and Driver 10Best nods thanks to their blend of practicality, style, and affordability. The Soul’s success was vital in helping Kia shift away from its bland, budget-only reputation, paving the way for the brand’s more design-forward lineup today.
Declining Sales & Shifting Market Trends
Although once moving well over 100,000 units annually, Soul’s sales have dropped significantly. In 2024, Kia sold just over 52,000 units, a 14% decrease from the previous year, and sales through the first three quarters of 2025 are less than 41,000 units. Despite the decline, the Soul still outpaced several other Kia models in sales, including the hybrid Niro and nearly matched the Seltos. Its discontinuation leaves a notable gap in Kia’s subcompact crossover category.
The shift in consumer preferences towards larger SUVs and the absence of an all-wheel-drive option may have contributed to the Soul’s declining appeal. Additionally, rising safety, emissions, and technology standards have made producing affordable small cars increasingly challenging for automakers.
What’s Next For Kia’s Entry-Level Spot?
The Soul’s role as Kia’s most affordable model in the U.S., will be succeeded by the Kia K4. The K4 sedan is expected to introduce a hatchback variant in 2026. Alongside these changes, Kia plans to expand its electric vehicle offerings, including the launch of the EV4 electric sedan and further electrified versions of their SUV lineup, aiming to meet evolving regulatory demands and consumer expectations.
Final Reflections: The Soul’s Legacy
While the Kia Soul will no longer be produced after this year, its impact on automotive design and marketing is undeniable. It was the embodiment of a playful yet practical spirit that resonated with buyers willing to embrace a different kind of crossover. The Soul’s quirky design language has lived on in newer Kia models, such as the EV9, which retains some of its angular character in a more modern form.
For enthusiasts and shoppers still interested, dealership inventories of the Soul are rapidly dwindling, so now is the moment to consider purchasing one before Kia closes this chapter. The company’s future focus on electrification and sophisticated crossovers promises an exciting new direction, but for many, the Soul will always represent a special blend of fun, affordability, and style in the compact crossover segment.
