UK dealers have named Kia as the top brand for the third consecutive time in the latest National Franchised Dealers Association (NFDA) Dealer Attitude Survey (DAS). The survey was conducted between the end of January and the start of March 2024, and involved dealers answering questions about their ongoing business relationship with manufacturers.

Kia was named the top overall brand with a rating of 9.23 out of 10, based on a high response rate of 72% from their 190 UK dealers. The average rating for all brands was 6.6 out of 10. Kia has consistently ranked in the top three in the last 16 NFDA surveys, indicating a strong partnership with their dealers.

In a survey of 58 questions, Kia was ranked first in 31 categories, indicating the brand’s strength in all areas. Kia was also ranked first in all electric vehicle topics, with a score of 9.3 out of 10 for satisfaction with its battery electric vehicles. Kia’s apprenticeship program also received a score of 9.2 out of 10, with its new Kia Academy in Derby accommodating up to 1,500 apprentices and adult learners annually.


Kia has won the latest DAS survey, making it their third consecutive win. They have consistently been named the top volume brand in the UK by dealers. The NFDA represents over 4,500 franchise outlets and 540,000 people working in the automotive retail sector.

Paul Philpott, President and CEO of Kia UK Limited, said: “We are thrilled to once again be named as the number one brand in the latest NFDA survey, and for the third consecutive time. This result is a testament to the strength of our relationships with our dealer partners, with whom we work so closely. Importantly, we have listened and learned from one another, and our customers, to build Kia into the diverse brand it is today.

With the recent launch of our new flagship, the fully electric seven-seater EV9, we are furthering our appeal and attracting new customers to the brand, which ensures a healthy mix of new and existing interest in the brand.”

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