Kia Motors said Thursday that its Soul urban crossover topped the compact multi-purpose vehicle segment of the J.D. Power and Associates 2012 Initial Quality Study, which was published on Wednesday in the U.S.

According to Hyundai Motor Group, the Kia Soul earned the highest points in some 230 categories of studies this year, closely outpacing Toyota’s Prius v and Scion xB. 

The annual study by global marketing information services firm J.P. Power and Associates captures feedback from car owners after 90 days of purchase both in design and production quality.

When it comes to car sales, the Soul, which debuted in the U.S. market in 2009, has also maintained the No. 1 position in the small car sector since February 2010.

After joining the “100,000-unit sales club” last year, the model also saw its sales in the U.S. increase more than 22 percent over the past five months this year.

“The Soul has succeeded in attracting U.S. consumers’ attention thanks to its product quality and design, especially since the hamster commercial series,” said Kia officials.

“We will further strengthen quality control and positive image making to maximize the satisfaction level of Soul owners.”

The Soul has continued building its presence globally as the car was honored with several international awards such as the Red Dot Design Award, the U.S. Consumer Guide Automotive and the NADA guides.

In a separate brand value study this year, Hyundai Motor and Kia Motors, both owned by Hyundai Motor Group, ranked 9th together among “non-premium nameplates,” officials said.

By Lee Ji-yoon (jylee@heraldcorp.com)