A person can only recognise in something/someone else that which they have within themselves.
That someone perceives "soul" in a Moto Guzzi or a Triumph is not just an appreciation of the "iron, aluminum rubber, plastic, etc." but more a sensing of the intentions, skill, aspirations, soul etc. of the people who designed & built the machine, their history, their place & the history of that place. These things are embedded in the machine. The machine is an embodiment of these virtues.
I believe a genuine enthusiast recognises the same in others whatever the subject of their enthusiasm. Those who deny others' enthusiasms, deny their own.
KB