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Kia Soul

This sure-stanced variation on the crossover-utility theme, embraced by Ford and Mazda, builds on the aesthetic of last year’s Kia Mesa

Kia Soul

By Stuart Schwartzapfel

The Kia Soul concept is another variation on the CUV theme that has also been embraced by Ford and Mazda, and builds upon the aesthetic previewed by the Kia Mesa at last year's show. The sketch released by Kia shows a sure-stanced car with wheels pushed to the corners, shrouded in inflated arches. Concealed pillars mean the wrap-around screen sweeps back to the thick D-pillar, which also holds the vertical rear lamps. In keeping with its 'utility' concept, the load space is multi-configurable, and features a waterproof drawer for 'wetsuits and hiking boots'. The production version will tackle the Ford Edge and Mazda CX-7 in this expanding sector.

Schwartzapfel, a certified car freak, writes BusinessWeek.com's Concept of the Week column. He has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.