Kia Launches Soul Hamstar Edition

IRVINE, California — The hip-hop hamsters that star in Kia's award-winning "This or That" commercial have inspired a new version of the Soul that will arrive at U.S. dealerships later this spring.

The Special Edition Hamstar Soul stands out with black exterior graphics, a rear spoiler, black fender vents, rear bumper appliqué and 18-inch alloy wheels. The cabin sports a push-button ignition, leather-wrapped steering wheel, automatic climate control, black leather seats and Hamstar floor mats.

The price has yet to be revealed.

The hamsters have drawn a wide and appreciative audience, according to the Nielsen Company, which gave "This or That" the highly coveted Automotive Ad of the Year award at the 2011 New York Auto Show.

Kia won that same advertising honor in 2010 for the original hamster campaign, "A New Way to Roll." Nielsen said the campaigns have contributed to significant increases in consumer awareness, perception and consideration of the Kia brand, and led to record sales of the Soul. In March, the Soul became the second Kia vehicle to sell more than 10,000 units in a single month, and year-to-date sales are up 50.8 percent.

Inside Line says: Kia proves that commercials aren't just to encourage people to buy, but to inspire designers to create and sell. — Rene Wisely, Correspondent