Kia continues to set the gold standard for manufacturer-dealer relationships, as dealers nationwide once again vote the brand into pole position.
Kia has been named the number one brand in the latest National Franchised Dealers Association (NFDA) Winter 2025 Dealer Attitude Survey (DAS) — marking a remarkable fifth consecutive win in the biannual industry benchmark. With a near-flawless overall rating of 9.3 out of 10, Kia continues its reign as the most trusted and admired automotive partner among UK dealerships.
This latest accolade reaffirms Kia’s status as an industry leader not just in sales and innovation, but in fostering meaningful, productive partnerships with its dealer network. Impressively, Kia has now achieved a top-three ranking in every one of the past 18 NFDA surveys — a feat no other manufacturer can currently match.
Raising the Bar for Dealer Satisfaction
Conducted between 27 January and 28 February 2025, the NFDA DAS paints a comprehensive picture of the evolving dynamics between franchised dealers and manufacturers across the UK. Kia’s continued dominance is underpinned by hard data: a 76% response rate from its 188-strong dealer network — well above the industry average of 61.3% — and the highest score in 29 of the 56 survey questions.
Among the standout achievements in this year’s survey is Kia’s clean sweep of all six electric vehicle-related questions, positioning the brand as a clear leader in electrification from the perspective of its dealer network. Dealers also rated Kia top for the frequency of new model launches — a testament to its dynamic product pipeline and strategic foresight.
A Strong Product Pipeline
The brand’s consistent top-tier ratings are bolstered by a compelling model line-up. In 2025, Kia is set to expand its electric portfolio with the launch of the EV4 and EV5 — two all-new battery electric vehicles aimed at broadening consumer choice. These will join the already-successful EV6 and EV9, alongside the newly crowned EV3, which recently became the UK’s best-selling EV in the retail market during Q1.
Kia’s new commercial vehicle venture, the Platform Beyond Vehicle (PBV) business, will also launch in 2025. The debut model, the fully electric PV5, will arrive in both van and passenger configurations with factory-fitted customisation — another strategic move reflecting Kia’s growing confidence in electrified mobility.
Dealers at the Core
Paul Philpott, President and CEO of Kia UK, praised the network for its unwavering support and excellence:
“This is a truly exceptional result and one we couldn’t be prouder to achieve. We have said that dealers are at the core of our business, so it’s particularly noteworthy that they agree and have now rated Kia the best brand for the fifth consecutive NFDA survey.”
“Together, we have just achieved a record-breaking Q1 and best-ever month in March, with our latest fully electric model, the Kia EV3, leading the way. We would like to express a heartfelt thank you to all our dealer partners for their commitment to Kia and the hard work they put into the brand’s success every day.”
Sue Robinson, Chief Executive of the NFDA, echoed this sentiment:
“The Winter 2025 NFDA Dealer Attitude offers an in-depth look at the evolving relationship between manufacturers and franchised dealerships. NFDA congratulates Kia, who has come top in the survey for what is now five editions in a row, with an impressive score of 9.3.”
Electrifying Growth
Kia’s momentum in the UK shows no signs of slowing. With nearly 20,000 new car sales in March alone, and over 35,000 units sold in Q1 2025, Kia has cemented its place as the third best-selling car brand in the country. Eco-friendly vehicles (BEVs, PHEVs, HEVs) now account for half of all Kia sales — a clear sign of the brand’s rapid electrification progress under its ‘Plan S’ global strategy.
Following in the footsteps of the EV9 — crowned both 2024 World Car of the Year and UK Car of the Year — the EV3 has already scooped the 2025 UK Car of the Year award, further enhancing Kia’s reputation for innovation and desirability in the EV space.
Kia’s fifth consecutive NFDA DAS win isn’t just a headline — it’s a hallmark of a brand that understands the importance of collaboration, support, and strategic clarity. With an ambitious electric roadmap, a strong product pipeline, and an engaged, satisfied dealer network, Kia is not only meeting the demands of today’s market but actively shaping the future of automotive retail in the UK.
Dealers have spoken — and once again, Kia is driving the industry forward.
