Electric Sticker Shock

Range fears might keep away a certain portion of potential Kia Soul EV buyers, but an even bigger red flag is likely to be price. The Soul EV starts at $34,995, and the Luxury model I drove – the only other trim sold in Canada – nearly doubled the base gas-powered Soul’s $18,910 window sticker. It’s a stiff ask, even for a vehicle as useful as Kia’s compact wagon, but it’s one that promises to pay back early adopters by way of zeroing out their fuel bills for the duration of their ownership.

Warranty:
5 years/100,000 km; 5 years/100,000 km powertrain; 5 years/unlimited distance corrosion perforation; 5 years/100,000 km roadside assistance; 8 years/160,000 km hybrid components

Competitors:
BMW i3
Chevrolet Volt
Ford Focus Electric
Mitsubishi i-MiEV
Nissan Leaf

Electric cars for the masses aren’t here yet, and when they do arrive, premium pricing isn’t going to be the hallmark of any successful battery-powered play by a major automaker. From my perspective, the Kia Soul EV’s strong points – better off-the-line performance, utility-friendly interior, comfortable ride, and excellent (for its segment) battery range – translate into a package that doesn’t quite overcome the near-luxury cost of driving one home. As an indication of things to come, however, the Soul EV proves that mass market electric cars are taking more than just baby steps away from being heavily-subsidized novelties inspired by restrictive environmental regulations.

Pricing: 2015 Kia Soul EV
Base Price: $34,995
Options: Paint ($200)
Freight & PDI: $1,715
A/C Tax: $115
Price as Tested: $40,025

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