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In the seventh annual Kia Service Advisor World Competition (SAWC), Kia UK has taken home the gold medal. Representing the entirety of Kia UK and its nationwide dealer network, James Felgate from ‘John Grose Kia Lowestoft’ fought off worldwide competition to be named overall winner.
The SAWC took place at Kia’s Osan Education Center in Seoul, Korea, from 20-23 May 2025. Attended by top Service Advisors from 52 countries across the globe, James was decided as Kia UK’s representative following a stellar performance in the Kia Service Advisor UK Skills final, which took place at the Kia Academy in Derby earlier this year.
The test for each competitor was conducted over two days, comprising of a written test on the service process and two practical tests: a vehicle handover roleplay exercise and a customer service practical test. Competitors also had a chance to embrace their visit to Kia’s Korean homeland, with a full tour of the brand’s AutoLand Hwaseong manufacturing facility. Competitors also visited Kia 360 in Seoul, a space to fully experience and immerse in the Kia brand ethos and history, as well as notable Korean cultural hotspots including the Gwangjang Market, Gyeongbokgung Palace and Bongeunsa Temple.
Alongside James on the podium were Kia Service Advisors from the US, Singapore and Germany, all taking the bronze award, while competitors from Australia and Ecuador collected the silver award. James was presented his gold award by Ted Lee, Executive Vice President, Kia Corporation.
Commenting on his win, James Felgate, Service Advisor at John Grose Kia Lowestoft, said: “I am delighted to have been able to bring home the top prize for Kia UK and John Grose, being named the overall winner in the competition. It was a brilliantly organised event, it was incredible to be able to meet so many Service Advisors like myself from all around the world and share our stories on our adventures to the world finals. This was an experience of a lifetime that I will never forget and I am grateful for the opportunity to showcase my skills in this field. I’d like to thank Kia UK for the support and trust they showed in me. I would also like to thank Kia Worldwide for their incredible hospitality, it was fascinating to experience Kia’s homeland and witness firsthand the brand’s importance within Korean culture.”
Chris Lear, After Sales Director at Kia UK, said: “James’ win demonstrates that Kia’s dealer partners and staff really are at the top of their game when it comes to customer service. This award is a testament to his dedication, expertise, and unwavering commitment to providing exceptional service. Competing against the best from over 50 countries and emerging victorious is no small feat, and one he should be incredibly proud of. We congratulate him on this well-deserved recognition and look forward to his continued contributions to Kia UK and John Grose Kia.”
Kia UK is no stranger to success in the SAWC, having won the inaugural competition in 2019. As well as the gold award trophy, for his first-place finish James was also awarded $5,000 USD.
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