Dealers put Kia on top in latest NFDA survey

Kia UK has been named as the top-rated brand overall in the Winter 2022/23 edition of the National Franchised Dealers Association (NFDA) Dealer Attitude Survey.

Kia’s average score of 8.7 out of 10, was a 0.3-point improvement over the previous NFDA survey. Kia came top in five key questions, including the all-important question “How would you rate your manufacturer overall”, and the brand saw an improved score across all but one of the 19 survey questions.

2022 saw Kia launch several key products, including the next-generation Sportage and Niro, as well as the first full year of sales for EV6. Kia topped the question about how satisfied dealers are with battery electric products offered by manufacturers, scoring 9.3 out of a possible 10.

A clear demonstration of the satisfaction expressed by dealer partners, Kia improved 36.8 points in total over the last NFDA survey. By contrast, the all-brands average rating increased by only 6 points. The scoring was made all the more representative thanks to more than 80 per cent (148) of Kia’s dealers responding to the survey, a new record response rate.

Paul Philpott, Kia UK President and CEO, commented: “We have worked very closely with our dealer partners for many years and always strive to achieve the best for both our customers and our dealers. Seeing our dealers’ views represented in the NFDA survey is such a valuable asset and one that helps us plan further improvements to our products and services. It is rewarding to see our efforts result in Kia being positioned as the no.1 brand in the UK.

“While 2022 was a challenging year, we and our dealer partners achieved our long-term goal of selling over 100,000 vehicles in the UK. These survey results prove that this record achievement was delivered with true partnership and to our mutual benefit.

“Kia is not a company to rest on its laurels and we are excited to bring a host of innovations and new products to market, including the new seven-seat electric EV9 SUV, that has just been unveiled. We are also proud to see an increasing number of Kia dealerships now benefitting from newly refurbished showrooms that represent our forward-thinking and innovative brand. In addition, we are looking forward to further developments that will be announced throughout 2023 and beyond.”

Kia has now achieved a top three ranking in no less than the last fourteen successive NFDA surveys, clearly underlining the strength of partnership the brand has with its dealers.