Kia UK Limited has been declared the number one brand by dealers in the Summer 2023 National Franchised Dealers Association (NFDA) Dealer Attitude Survey (DAS).
In the latest survey Kia UK achieved the highest overall manufacturer rating with 9.5 out of 10, and from a large response rate of 80 per cent of Kia dealerships. The result bucked the trend with Kia seeing an increase of 0.2 points over the previous survey (Winter 2022/3), while other brands’ overall ratings decreased by an average of 3.1 per cent. Kia has now achieved a top three ranking in the last 15 successive NFDA surveys, clearly underlining the strength of partnership the brand has with its dealers.
Kia was ranked number one across 20 of the 55 questions asked of dealers. Highlights included dealers noting their satisfaction with Kia’s frequency of introduction of new models (9.5). In particular, Kia was ranked top in four of six questions asked about electric and plug-in vehicles: including existing EVs on sale (9.3); proposed EV model range over the next two years (9.4); EV, PHEV and Hybrid training (9.3); and the return on investment on equipment and training for EVs and plug-in vehicles (8.5).
Kia’s ‘Plan S’ global business strategy will see 15 EVs launched by 2027, including nine for the UK market. Currently, Kia sells the fully electric and multi award-winning EV6, Niro EV and Soul EV, with the flagship EV9 joining them in showrooms soon.
Dealers also praised Kia with a top ranking for its used car standards (9.3) and the quality of used car warranties offered (9.0). Kia sells Approved Used and Assured Used vehicles, with each offering customers quality used cars, peace of mind and several benefits including Kia’s renowned warranty, roadside assistance and more.
Sue Robinson, Chief Executive of National Franchised Dealers Association (NFDA) commented on Kia UK Limited’s achievement: “Kia has again highlighted its unwavering commitment to its dealer partners through strong dealer relations, once again returning the highest rated satisfaction score for NFDA’s Summer 2023 edition of the Dealer Attitude Survey.
“There is a direct correlation between positive dealer manufacturer relationships and a successful forward thinking business operation. Kia is a prime example of how the two ends can benefit by working in partnership and maintaining a balanced and constructive relationship. The automotive industry is in a transitionary period with many changes on the horizon, it is now more important than ever to work closely with dealers to better understand the challenges they are facing and the areas which require adequate support.”
Paul Philpott, President and CEO of Kia UK Ltd, commented: “We are truly delighted to again be named the overall winner in the NFDA Dealer Attitude Survey. This Survey offers us a fantastic insight into our dealer partnership, which forms the backbone of our business. This year has been full of unique challenges, which I’m proud to say we have been able to work together to overcome. Alongside our customers, our dealer partners are at the forefront of Kia and together we work hard to make it the brand it is today: a leader in electrification; the fourth best-selling brand in the UK; and on the way to launching seven EVs in the UK by 2027.
“Whilst this is a time of celebration for us and our partners, there is no time to rest on our laurels. We will continue to navigate new and evolving challenges, deliver on the needs of our customers and the transition to electric vehicles. We are proud of our strong network partnership and are well placed to build on our excellent foundations, adapt to change and deliver world class mobility solutions.”
In April 2023, the NFDA awarded Kia UK the ‘Manufacturer Partner of the Year’ award at its annual Spring Ball. In addition, Kia UK retained its title as the NFDA’s ‘Green Manufacturer of the Year’. Introduced in 2022, Kia is the only manufacturer to have ever won the NFDA’s green award.
NFDA surveys are the industry’s most comprehensive measure of national dealerships’ opinions on automotive brands