MANY senior car executives openly admit they face a crucial challenge in enticing a new generation of young people to buy their products when many are disinterested in car ownership. Kia’s latest light car, the Soul, is – on paper at least – one of the industry’s best efforts yet to attract the iPod generation with its appeal in both design and features. It also offers a sense of individuality that many people of all ages feel is missing from affordable, practical cars. But is the Soul, with its tall stance and wide range of customising accessories, just a re-interpretation of existing players in the market, a cross between Suzuki’s SX4 and Dodge’s Nitro, or does it break new ground on the hardened earth of the small-car class?