
Farewell to a Funky Icon: Kia Soul to Retire After 2025 Model Year
After 16 unforgettable years of redefining the compact car landscape, the Kia Soul is officially rolling into retirement. Kia announced this week that production of the Soul will end with the conclusion of the 2025 model year, marking the end of an era for one of the brand’s most distinctive and beloved vehicles.
From its quirky boxy shape to its iconic hamster-powered ad campaigns, the Kia Soul has carved out a unique place in automotive history. Since its U.S. debut in 2009, over 1.5 million Souls have been sold, helping Kia triple its overall sales in the country and laying the groundwork for its evolution into a major player in the global auto market.
Born to Stand Out
The Soul’s journey began in the mid-2000s as a design experiment—a vehicle that blurred the lines between compact hatchbacks and small SUVs. Inspired by a wild boar with a backpack (yes, really), Kia’s design team envisioned a car that offered the maneuverability of a small car with the utility and attitude of an SUV. Remarkably, the 2009 production version stayed true to the original concept: bold, boxy, and unapologetically different.
In a sea of bland sedans and nondescript crossovers, the Soul’s personality was a breath of fresh air. It quickly became a favorite among younger buyers—and surprisingly, among older drivers with youthful spirits.
Marketing Magic: The Hamsters That Changed Everything
The Soul wasn’t just a car—it was a cultural phenomenon. When Kia introduced it with the tagline “A New Way to Roll,” they meant it. But it was the now-legendary hamster commercials that truly launched the Soul into pop culture orbit.
Whether jamming to Black Sheep’s “The Choice Is Yours” or LMFAO’s “Party Rock Anthem,” the hip-hop-loving hamsters became advertising icons. So much so that they were inducted into the Madison Avenue Advertising Walk of Fame as “Rookie of the Year.”
It wasn’t just cute mascots and catchy tunes, though—the campaign struck a chord with consumers, aligning the Soul with individuality, creativity, and optimism.
A Platform for Innovation
Throughout its life, the Soul served as a launchpad for design experiments and innovation. From the open-top Soul’ster pickup concept to the turbocharged, all-wheel-drive Track’ster and rugged Trail’ster, Kia used the Soul to explore what was possible in compact vehicle design.
Its success even helped inspire future models like the Kia Seltos, which picked up where the Soul left off in terms of all-wheel-drive utility and expanded cargo space.
End of the Road… But Not the Legacy
Kia announced that Soul production will cease in October 2025, with the remaining inventory now available at select dealerships across the U.S. While the Soul’s time on the assembly line may be coming to an end, its legacy is anything but over.
“The Soul was one of the cornerstones in Kia gaining a foothold in the United States,” said Eric Watson, Vice President of Sales at Kia America. “We are proud of the legacy Soul will leave behind as it exits our lineup, but equally excited for the future of Kia’s expansive and award-winning utility vehicle lineup.”
And that’s the thing about the Soul—it was never just a car. It was a bold statement in an industry often obsessed with conformity. It invited drivers to stand out, have fun, and embrace their individuality. In a way, the Soul helped define what the Kia brand stands for today: innovative, youthful, and always a little unexpected.
So Long, Soul
Whether you remember it for its unmistakable silhouette, its customizable trims and glowing speaker lights, or those dance-ready commercials, the Kia Soul leaves behind a legacy that’s hard to match. As we say goodbye to this funky urban runabout, one thing is clear: the Soul will always have a place in the hearts of drivers who love a car with, well… a little soul.