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Kia UK has once again demonstrated its leadership in dealer satisfaction, being named the top-rated volume brand in the National Franchised Dealers Association (NFDA) Dealer Attitude Survey (DAS) for Summer 2025. The accolade reflects Kia’s continued commitment to supporting its dealer network across profitability, operational efficiency, and future product strategy.
Kia achieved an exceptional overall manufacturer rating of 9.1 out of 10, placing it second overall and first among volume brands. This result is backed by a strong dealer response rate of 61% of the Kia network, ensuring the credibility of the findings.
Kia received the highest rating (9.2) for dealers’ ability to do business with the manufacturer on a day-to-day basis, and scored 8.7 for the quality of guidance provided, both reinforcing its reputation for collaborative partnership. Supporting dealerships further still, Kia also topped questions regarding confidence in future returns from the franchise, product advertising, and the apprenticeship programme.
Notably, Kia led the field in future EV product confidence, scoring 9.3 for its current EV range, while Kia's proposed EV/Plug-in range scored 9.4 points, the highest rating across all brands. Dealers also ranked Kia as the top brand for providing them with the necessary information to successfully transition customers to an EV.
Additionally, Kia topped the chart for new vehicle supply satisfaction, with 9.0 points, underscoring the brand’s consistent lead time accuracy provided for dealers and customers.
While the overall survey average declined to 6.6, Kia maintained its high performance across nearly every metric. The brand was one of only a handful to improve or hold steady in key areas addressing dealership stability, which in turn offers consistent customer care.
Previously, Kia was named the top brand in the five previous NFDA DAS surveys, highlighting the consistency of approach and delivery.
Kia is the UK’s third most popular car brand, with a healthy 5.9% market share and having registered 101,110 units year-to-date – the second time Kia has reached more than 100,000 units at end-Q3. The Sportage is the brand’s best-selling model, which in October surpassed 150,000 registrations of the current fifth generation. Kia continues to add fresh consumer choices and improvements to its multi award-winning model line-up. These include the updated new Sportage, EV4, EV5, K4, and new Stonic, all introduced this year. These build on 2025’s World and UK Car of the Year winner, the EV3, in addition to 2024’s winner of the same accolades, the EV9.
Furthermore, Kia is transforming its business to become a leader in mobility solutions, with the launch of its Platform Beyond Vehicle (PBV) business. This starts with the launch of the PV5 that will exclusively be available from a brand-new network of 62 PBV Centres.
The National Franchised Dealers Association (NFDA) represents franchised car and commercial vehicle retailers in the UK. There are more than 4,500 franchise outlets in the UK and over 600,000 people working in the automotive retail sector.
The NFDA DAS is a biannual survey capturing franchised dealers’ views across profitability, operations, EV strategy, and manufacturer relationships. The Summer 2025 edition included responses from 31 brands and over 2,000 dealers nationwide.
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