2010 Kia Soul Recognized by Texas Auto Writers Association as 'Best Value'

Urban Passenger Vehicle Highly Regarded in 2009 Spring Challenge Writer's Choice Awards

All-new Kia honored by Texas-based automotive media association

Soul named to annual awards list chosen specifically by journalists

IRVINE, Calif., May 4 -- Kia Motors America, Inc. (KMA) today announced the 2010 Kia Soul urban passenger vehicle has been named "Best Value" in the Writer's Choice Awards for the 2009 Texas Auto Writers Association (TAWA) Spring Challenge. One of only seven vehicles honored in this year's list, Soul was ultimately chosen for its smart combination of attractive pricing, long list of accessories and standard safety features.

"Soul is just one of many all-new vehicles Kia will be launching throughout the next year with a heavy focus on design and value," said Michael Sprague, vice president of marketing, KMA. "We recognize the high-level of competition during these events and are pleased that members of TAWA appreciate Soul's value, standard features and available accessories."

Also a recipient of the "Grooviest Interior" award from Ward's AutoWorld, Soul is available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport. Pricing for the versatile five door begins at $13,300(1) for the base trim, while Soul+ starts at $14,950 and tops out at $17,100 when all options are included. Moving up to the Soul! offers a price beginning at $16,950 and peaks at $17,900 with all available options included and the Soul sport, designed for those with active lifestyles, starts at $16,950 and tops out at $18,600 with all available options included.

Soul stands out from the crowd with modern, unique styling aimed toward the young and young-at-heart and offers a unique combination of style, value and personalization options. An available Audio Upgrade Package includes speaker lights that can pulse to the beat of the music or add mood lighting to the interior cabin, enhancing the overall personal lounge feeling. The Soul+ offers funky black cloth seats with "glowing" Soul logo inserts while the Soul! trim comes with a distinctive sand-black interior with houndstooth-patterned inserts, and the Soul sport presents a bold red-black interior trim with red-trimmed cloth seats and metal-finish interior accents.

The TAWA Spring Challenge is held the last Monday of every April at the Texas Motor Speedway in Fort Worth, Texas. Members of the Texas-based media association have the opportunity to test drive sports cars, sedans, crossovers, roadsters, coupes, and vans in a controlled environment and evaluate each vehicle against others entered in the competition.