See this turd right? Well now let me shape it into something else for you. No, well how about now?

This article makes a lot more sense if you replace all occurences of SOUL with RICE
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Kia Motors is set to prove its cars are not all drab and dreary, planning to inject some ’rice’ into the brand by unveiling three new rice concept cars at the Geneva Motor Show.

The trio aim to defy classification, highlighting ‘the world of possibilities’ for accessorising, customising and personalising available to future Kia buyers.

The rice Burner, starring above in Kia’s teaser image, features a satin black finish and dragon livery.

By interpretation then, it seems Kia are planning to offer an extensive catalog of options for customers to tailor-make their car to suit their tastes.