At present, the only version of the Soul EV available is a 'First Edition' version which comes fully loaded with extra equipment but costs just over £37,000 - or just under £34,000 with the government's Plug-in grant deducted. Once more standard variants become available, expect to be paying a very similar to the amount of money to that you'd have to find for Kia's mechanically-identical e-Niro and Hyundai's equally similar Kona Electric. And it's probably not that much different to the uprated version of the Nissan LEAF that you'd have to buy if you wanted to match this Soul EV's driving range.
You also get plenty of safety tech, including a head-up display, adaptive cruise control, lane-keeping assistance and blind spot monitoring. There are plenty of EV rivals in this part of the market, but most of them are unable to match this Soul's driving range. For a little less, there's Renault's ZOE, a Volkswagen e-Golf and a Hyundai IONIQ electric. A Nissan LEAF would cost quite a lot less too in its volume form, but you'd actually need that car in its uprated 62kWh 'e+' guise to match this Kia's driving range - a variant that costs around the same as a Soul EV. BMW's i3 costs significantly more.