You know those ‘magic eye’ pictures, where you’re supposed to stand twenty foot away from the image and then walk towards it slowly, humming Rule Britannia backwards with your eyes crossed and eventually (apparently) you’ll see a picture of a hunting tiger among the meaningless swirls?

There’s always that moment, where you think you’ve made sense of it, then your mind wanders a fraction and you’re left with a headache and a page that looks like it’s been subjected to a toddler with OCD and a Spirograph kit.

I have exactly the same reaction to the Kia Soul.

Don’t get me wrong; I like this car. It drives well, has a good ride quality, and huge amounts of space in a compact body. But I cannot figure out who will buy it.

Think about it – and I mean really concentrate. It could be a rival to the Nissan Qashqai, but then it’s much cheaper and lacks the Qashqai’s plush quality and finish, so it’s not really. It could be a rival to a standard Fiesta-style hatchback, but then it’s taller, harder to park and is more expensive than most cars in the class. So that’s a no as well.