Scenes of the pope, which were aired live across the country, traveling in Kia’s Soul compact car since his arrival in Seoul earlier in the day gave the Korean auto maker much needed publicity. And that’s for free.
A Korean committee organizing the papal visit has said the Holy Father will shun bulletproof vehicles during his Korean stay and instead use a locally made car, the smallest type if possible.
The Soul isn’t the smallest car of Korean made, but is small enough to meet his request and safer, said a spokeswoman for the preparatory committee.
“The pontiff has been living a humble life since he took over the papacy, choosing smaller things,” the committee said in a statement on its website. “His love for smaller ones has dual meaning. It is literally affection for tiny little ones but it also means little people mentioned in the New Testament meaning underprivileged and isolated beings.”
Pope Francis waves from inside a Kia Soul after his arrival in South Korea on Thursday
Since his election last year, the pontiff has stressed to the clergy the importance of frugality and asked them to forego expensive limousines.
During his trip to Brazil in July last year, he was driven around Rio de Janeiro in a silver Fiat , but there was a security scare when his driver took a wrong turn and the car was mobbed by adoring followers.
The decision to use a compact car in Korea has also complicated security arrangements for the pope – more road closures and followers have been forced to stand a greater distance from the motorcade.
Kia said in a statement it is “honored” by the pope’s use of the car, but declined to comment on whether modifications were made to the vehicle to boost security.
Among small cars, the Soul beat Kia’s own K3, Hyundai Motor 's Avante and the Spark from GM Korea.
Contrary to its lackluster local sales, the Soul is enjoying greater popularity in overseas markets.
Kia sold 2,300 units of the compact car on its home turf in the first half of this year. It sold 75,000 units in the U.S., 4,400 in Europe and 2,800 in South America.