Kia to Let Loose Its Popular Hamsters Again to Tout New Soul

MILWAUKEE, WIS. (09/04/2012)(readMedia)-- Kia's "Hamstars" are going to be back in action soon in their fourth ad campaign, as the automaker gears up for the release of the next-generation 2014 Kia Soul hatchback next year. First appearing in ads in 2009 for the Soul's launch, the urban, music-loving hamsters not only helped sales of the vehicle surge, but also helped build awareness of the brand, with Kia's overall sales increasing 78 percent since 2008. While the animated hamsters have proven to be wildly popular, Ad Age recently reported that the idea nearly lost out originally to the even odder sight of boars wearing backpacks.

Unusual marketing aside, the Kia Soul is one of the automaker's best-selling vehicles in 2012, offering a unique mix of versatility, style and affordability. Car and Driver magazine has published photos of a camouflaged version of the 2014 Soul during testing, noting slightly larger exterior dimensions and styling that maintains the vehicle's signature boxy shape while adding a more steeply sloping front end.

"We expect the next-generation Soul to take the winning attributes of the current model and amplify them, and that's a pretty exciting prospect for buyers," said Jeff Rosen, general manager of Wisconsin Kia dealer Rosen Kia Milwaukee. "Younger drivers love the Soul for its value, space and style, so there's little reason to make big changes to a favorite recipe."

The Soul's pull with young motorists wasn't lost on the editors at Kelley Blue Book's kbb.com, who recently ranked the compact crossover at number one on their 10 Best Back-to-School Cars of 2012 list. Only featuring vehicles available for less than $16,000 according to Kelley Blue Book's Fair Purchase Price, the Back-to-School list highlighted models that appeal to students and their parents alike.

In addition to its singular styling, the Kia Soul was recognized by kbb.com for its roomy interior, which offers greater versatility than most compact cars vehicles. With the back seats occupied, there are 23.7 cubic feet of cargo space available, a number that swells to 53.4 cubic feet by folding the rear seats flat, making the Soul a capable hauler of dorm room furniture or outdoor gear. However, while it may have the interior space of a more conventional crossover, the vehicle doesn't have the same thirst for fuel, returning up to 35 mpg on the highway.

Kbb.com editors also praised the new drivetrain options that came along with the Soul's 2012-model-year refresh, which are not only more efficient, but increase power and responsiveness as well. Kia's urban crossover is available with two engines, a direct-injected 1.6-liter unit producing 138 horsepower, and a 2.0-liter powerplant that outputs 164 horsepower. Both engines are available with a six-speed manual gearbox or a six-speed automatic transmission.

"When the Kia Soul burst onto the scene in 2009, it was an eye-opener for the industry; nobody had seen anything like it," added Rosen. "Now, a few years later, the Soul continues to set the bar when it comes to affordable style and efficiency, and the competition is still scrambling to come up with an answer."

About Rosen Kia Milwaukee:

Rosen Kia Milwaukee has been serving the automotive needs of Wisconsin residents for years, providing top-notch new and used Kia sales, service and parts in a customer-focused environment. Their Milwaukee dealership offers the entire lineup of new Kia vehicles, including the Kia Soul, Optima, Sorento, Sportage, Forte, Rio and Sedona. Whether visitors are looking for a new vehicle or thorough Kia service and repairs, Rosen Kia Milwaukee aims to exceed customer expectations every time. Visit their showroom at 5505 South 27th St. in Milwaukee, Wis. or call them at 414-239-9200. They can also be found online at www.kiamilwaukee.com or on Facebook at www.facebook.com/RosenNissanKia.