From breakthrough advertising to runaway sales success, the Kia Soul has made quite a splash since entering the marketplace in 2009, and today the J.D. Power and Associates 2012 Initial Quality Study (IQS) ranked the popular urban passenger vehicle highest in initial quality in the compact multi-purpose vehicle segment.
The study captures feedback from owners after 90 days of purchase in two distinct categories: quality of design and quality of production. Refreshed for the 2012 model year, the Kia Soul was fine-tuned with a significant number of technological, powertrain and style enhancements, and consumers have responded with sales up more than 22 percent through the first five months of the year.
“Kia Motors is dedicated to building world-class, high quality vehicles, and the Soul’s recognition in the automotive industry’s authoritative study on quality is the latest example of Kia’s maturity and momentum in the U.S. market,” said B.M. Ahn, group president and CEO, Kia Motors America (KMA) and Kia Motors Manufacturing Georgia (KMMG). “The Soul signaled the beginning of Kia’s design-led transformation when it launched in 2009, and it continues to be one of our most popular vehicles, attracting new consumers to the Kia brand with its eye-catching design and outstanding record of quality, dependability and reliability and playing a vital role in Kia becoming the fastest-growing automotive brand in the U.S.”
In the study, the Kia Soul was honored as the highest-ranking model in the compact multi-purpose vehicle segment, while the Kia brand made significant advancements with gains that outpaced the industry average. The annual report includes 233 vehicle models and measures attributes across eight categories, including the driving experience, engine and transmission, and a broad range of quality problem symptoms reported by vehicle owners.