Kia has once again cemented its position as a trusted and dynamic brand in the UK automotive industry, securing the top spot in the National Franchised Dealers Association (NFDA) Summer 2024 Dealer Attitude Survey (DAS). This achievement marks Kia’s fourth consecutive first-place ranking, showcasing an enduring commitment to its dealers that has consistently placed it among the top three brands for an impressive 17 successive surveys.
In the Summer 2024 survey, Kia achieved an extraordinary overall rating of 9.3 out of 10—a step up from its previous score of 9.2 and significantly higher than the industry average of 6.7. The survey, a biannual benchmark of dealer-manufacturer relationships in the UK, captures dealers’ sentiments on critical aspects of their partnerships with manufacturers. Kia’s results reflect an overwhelmingly positive view from its dealer network, with the brand ranking first in 39 out of 56 questions. This includes leading in all but one of the electric vehicle (EV) categories and excelling across every question related to used car sales.
Sue Robinson, Chief Executive of the NFDA, commended Kia’s performance, stating, “NFDA congratulates Kia, who once again stood out as a leader in the survey, achieving top scores across multiple categories, including the overall manufacturer rating with an impressive score of 9.3, marking a slight increase from the last edition.”
This recognition comes amidst Kia’s record-breaking September, where the brand achieved its highest-ever sales figures for the month. With 92,400 cars sold year-to-date, Kia has become the UK’s fourth best-selling brand. The Kia Sportage, in particular, has resonated with British consumers, securing its place as the UK’s most popular model for the month and ranking second year-to-date.
Paul Philpott, President and CEO of Kia UK, expressed his pride in this achievement: “We couldn’t be more delighted to once again be named the number one franchise by UK dealers. This is an exceptional result and the fourth consecutive time that Kia has come out on top. We work hard at being true business partners with our dealer network, and this recognition again reflects the collaborative approach we take together.”
Philpott’s comments also highlighted Kia’s long-standing approach to growth in the UK, where the brand has steadily expanded its market share while fostering deep-rooted relationships with its dealers. The success of Kia’s dealership network is a testament to its comprehensive support system, including the recent opening of the Kia Academy. This new facility is a pivotal part of Kia’s investment in upskilling its workforce, ensuring that customers benefit from knowledgeable, well-trained dealership staff. Additionally, Kia’s recent Kia Masterclass at Silverstone saw around 1,000 dealer staff participating in immersive training sessions with the brand’s latest EV models, underscoring Kia’s commitment to maintaining high standards in customer service and product expertise.
Reflecting on this milestone, Philpott acknowledged the pivotal role of Kia’s dealership partners: “We would like to thank all of our dealer partners, be they longstanding or new, for the trust, commitment, and hard work they put into their Kia business. A huge amount of energy goes into ensuring our customers are always kept at the forefront, which is why together we continue to invest heavily in our staff and training.”
As Kia continues to deliver strong results in the NFDA surveys and achieves record-breaking sales, its reputation for quality and dependability in the UK automotive market has only grown. Kia’s sustained success demonstrates the brand’s dedication to both its customers and its extensive dealer network, setting a high bar for dealership-manufacturer partnerships in the industry.
The NFDA’s DAS remains a crucial indicator of franchise satisfaction and brand loyalty, evaluating over 4,500 franchise outlets across the UK. The NFDA’s role in promoting positive dealer-manufacturer relationships has never been more vital, as it represents the voices of more than 540,000 people in the automotive retail sector. Kia’s performance in the Summer 2024 survey reaffirms the brand’s commitment to fostering collaborative, mutually beneficial relationships with its dealership partners—solidifying its place as a leader in the UK automotive landscape.
