Um, the Soul is among the cheapest new cars available. If you can afford any new car, there's a Soul you can afford.Only a certain demographic, can afford the Kia Soul.
The target is youthful urban hipsters. Kia misses the target generation after generation and instead squarely hits the Baby Boomer generation. Why? Cheap/frugal, practical, they don't feel "entitled", they accept personal responsibility, understand cause and effect and tend towards rational rather than emotional decisions. Kia's intended audience instead feels they should not have too repay student loans accrued obtaining degrees that have zero income generating potential and nonetheless expect to own German luxury cars and to live in big houses in high cost of living areas. It's rather comical really just how far Kia's marketing and styling missed the mark. Old farts for the win, Kia!