Kia tops NFDA's Dealer Attitude Survey

Kia has been ranked as the UK's best car manufacturer in a survey conducted by the National Franchised Dealers Association (NFDA).

Lexus cam second in the survey, with Toyota ranking third.

The biannual Dealer Attitude Survey (DAS) examines the relationship between franchised dealerships and manufacturers throughout the UK. It presents a comprehensive overview of dealer sentiments and perspectives on manufacturers.

The survey is structured into distinct sections covering a diverse range of topics and pressing industry issues, from profitability to electric vehicle (EV) availability.

Kia achieved an overall rating of 9.3 out of 10. The worst performing brand was Ford, scoring 4.0 out of 10.

Sue Robinson, chief executive of NFDA, said: “The Winter 2025 NFDA Dealer Attitude offers an in-depth look at the evolving relationship between manufacturers and franchised dealerships, shedding light on both advancements and persistent challenges. 

“This edition of the survey shows increases in all areas. Total New Vehicle Margin saw its first increase in rating over recent surveys, potentially signalling an improved optimism across the dealer network.  

"Future EV/PHEV range also entered into the ‘top 5’ ratings, showing dealer confidence in new EV products beginning to improve. However, both Overall Profit and EV margin, while not decreasing, continued to score low, potentially showing wider concerns for overall Return on Capital ratings.  

"There has clearly been significant progress with EVs, but challenges remain. The survey reveals a trend of how EV related questions improved the most, but the relative scoring remains stubbornly low compared to other areas."

In the new vehicle supply section, Mercedes-Benz achieved the highest sentiment score in the survey. This suggests strong vehicle availability with short lead times. It was followed by Kia and then Mazda. DS Automobiles was the lowest-scoring brand for new vehicle supply.

Mazda achieved the highest sentiment score in the section on the ZEV mandate and its effect on obtaining vehicles for customer orders. It was followed by Mercedes and then Kia. Ford was awarded the lowest score in this section.

For technical support, BMW and Mini received the highest praise from franchised dealers, followed by Lexus. Abarth improved its score the most, when compared to the last survey. DS Automobiles was the lowest scoring brand for technical support.

BMW and Mini were also the top-scoring brands for parts availability.

When asked about the fairness of their manufacturer’s warranty policy, it was Lexus that was awarded the highest sentiment score by dealers. By contrast, Audi was given the lowest score.

Dealers felt Dacia provided the best value and pricing, followed by Kia and MG. Ford was given the lowest score in this section.

The full NFDA DAS is available to read here.