OK, so it looks like a tarted-up Kia Soul. That's because it is. The new Trail'ster Concept, just revealed at the Chicago Auto Show, is the South Korean automaker's idea of what Millennials want for their weekend adventures. As we previously reported, the Trail'ster could essentially be considered a Jeep Renegade or even Cherokee Trailhawk competitor, but Kia very much wants it to be more than that; a Jeep Wrangler rival is also in the cards.

Of course, any self-respecting Wrangler guy or gal is gagging shitty hipster Pabst Blue Ribbon this very instant at the site of this concept. However, there are plenty of Millennials who don't know any better. They're the ones Kia is taking square aim at here. Does Kia stand a chance at luring away Jeep hopefuls? Yes. Unless one is a tried and true Jeep fan, then the AWD small crossover market is wide open and Kia has no intention of missing out.