Kia will unveil three new concepts at Geneva, aimed to show a younger and more fun direction for the brand.

Based on the Soul, unveiled at the 2006 Detroit Motor Show and due to arrive in showrooms in the near future, the projects were produced by Kia’s European design studio to demonstrate the range of customers it will attract.

Kia hopes this level of customisation will help the young target audience develop an emotional bond with their cars and the brand.

A spokesman for the carmaker said: “It will be a vehicle that buyers can personalise from the showroom.

"Clearly it will be possible to completely characterise the car to suit you.”

The Soul Burner (pictured) features satin black paint and gloss dragon tattoos.

Kia Soul Burner