The Kia Soul was a completely new car for the Kia Motor Company. The styling of the Soul was unique and it was accompanied by an aggressive advertising campaign. Initial sales of the car were decent but the lackluster build quality and reliability were evident early on (via Readers Digest).
The Soul was also plagued by a myriad of recalls and engine fire problems. The issues were not resolved for the entirety of the first generation. The Soul was a decent concept for a new type of car, but the product was not well vetted or reliable compared to the competition.