Kelley Blue Book's kbb.com Calls 2010 Kia Soul One of 'Top 10 Coolest New Cars Under $18,000'

Urban Passenger Vehicle Lauded for More Fun, More Practicality and More Amenities Than Competition --Kia Soul delivers style with mix of modern amenities --Consumer purchase criteria notes coolness, fuel economy and standard technology features as important

IRVINE, May 21, 2010: Kia Motors America (KMA) today announced the 2010 Soul urban passenger vehicle, a 2010 Top Safety Pick by the Insurance Institute for Highway Safety (IIHS), was named to the "Top 10 Coolest New Cars Under $18,000" list for the second year in a row by Kelley Blue Book's kbb.com, a leading provider of new car and used car information. The Soul, a game-changing, fun and funky halo vehicle added to Kia Motors' ever-expanding lineup last year, is praised for being a cool, affordable ride with an emphasis on personality, versatility and technology.

"Soul continues to draw more customers into Kia showrooms because of its cool factor and overall value package," said Michael Sprague, vice president of marketing, KMA. "It's reassuring to know one of the largest and most credible automotive consumer sites recognizes Soul for all it has to offer to a wide array of consumers, including design, practicality, technology features, fuel economy and the Kia brand's core, standard value package."

Kelley Blue Book's kbb.com editors selected the latest list of Top 10 Coolest New Cars Under $18,000 using the same set of criteria that many consumers use in examining vehicles they might purchase - safety, fuel economy, interior size, comfort and technology - they also factor in that certain something extra, that 'je ne sais quoi,' that separates the dullards from the brilliant. The twin factors of fun-to-drive and fun-to-own are important considerations, as is the decidedly subjective "cool factor." The editors compiled the list of qualifying vehicles using Kelley Blue Book's New Car Blue Book Values, which reflect real-world transaction prices and provide a more useful comparison point than Manufacturer's Suggested Retail Price (MSRP).

"The 2010 Kia Soul combines the versatility of a sub-compact cargo van, the confident style of a fashion model and tech-friendliness rivaling the Geek Squad's®," say editors from Kelley Blue Book's kbb.com. "It's one modern mix of cool, with a standard equipment list that includes Bluetooth®(1) wireless phone connectivity, an auxiliary audio input and iPod®(2) integration."

Also a recipient of "Best Family Cars for 2010" by Edmunds.com and Parents Magazine, "Best Hatchback of 2010" by Cars.com, "2010 Top Cars for Families" by Motherproof.com, and 2009 "Top 10 Coolest New Cars Under $18,000" from Kelley Blue Book's kbb.com, Soul is available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport, as well as four special editions, including the recently unveiled Soul Ghost. Pricing for the versatile five-door begins under $14,000(3)

Kia Motors recently unveiled the latest iteration of four special edition Souls, the Ghost Soul, which includes a unique light gray-blue exterior with gray side-stripe complemented by black leather-trimmed seats with seat warmers and interior metallic and chrome accents. Ghost Soul also includes a body kit, moonroof, fog lights, black 18-inch alloy wheels with machined accents, a sport trim spoiler as well as the leather-wrapped steering wheel and shift knob, which further complete the special edition Soul's packaging. Other special edition Soul vehicles include Ignition Soul, Denim Soul and Shadow Dragon Soul.

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.

For more information about the 2010 Top 10 Coolest New Cars Under $18,000 by Kelley Blue Book's kbb.com, visit http://www.kbb.com/CoolCars2010.

About Kia Motors America

Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 670 dealers throughout the United States. For 2009, KMA recorded its 15th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

Kia Motors America is the "Official Automotive Partner of the NBA." Information about Kia Motors America and its full vehicle line-up is available at its Web site - www.kia.com. For media information, including photography, visit www.kiamedia.com.

(1) The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG, Inc. and any use of such marks by Kia is under license.

(2) iPod® is a registered trademark of Apple Inc.

(3) Starting MSRP for base Soul excludes $695 destination and handling fee, and title, taxes, license, options and dealer charges. Actual prices set by dealer and may vary.