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"When the first Soul was introduced in 2009, everyone at Kia believed we had a hit on our hands, but we didn't realize how big that hit was going to be," said Michael Sprague, executive vice president of marketing and communications at Kia Motors America (KMA). "The Soul moved the needle significantly from a sales and marketing perspective, becoming one of our top-selling cars and inspiring the now-legendary hamster commercials. It was important that the all-new Soul remain true to the original iconic design while infusing it with improved driving dynamics and desirable features that add appeal, sophistication and value."

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