UK dealers name Kia number one franchise

Kia has been rated the number one franchise by UK dealers in the latest Dealer Attitude Survey from the National Franchised Dealers Association (NFDA).

Dealership staff operate in over 4,500 franchised outlets across the UK, serving as the industry's customer-facing frontline responsible for selling, servicing, and repairing vehicles.

NFDA’s Dealer Attitude Survey (DAS) is a biannual survey examining the relationship between franchised dealerships and manufacturers throughout the UK.

The survey serves as a barometer in understanding the relationship between franchised dealerships and their respective manufacturers.

It has been running since 1989 and the Summer 2024 edition of the survey was carried out over six weeks, from the start of August to the middle of September.

The highest overall manufacturer rating for Summer 2024 and first place with a rating of 9.3/10 is Kia, while the lowest overall manufacturer rating is Citroen with 3.4/10.

Jaguar saw the most significant improvement in ratings compared to the Winter 2024 survey, with an increase of 2.3 points.

The brand had previously been the lowest-rated manufacturer in that edition.

Paul Philpott, president and CEO of Kia UK, said: “This is an exceptional result and the fourth consecutive time that Kia has come out on top.

“We work hard at being true business partners with our dealer network and this recognition again reflects the collaborative approach we take together.

“It also outlines our proud three-decade long history in the UK, where we have grown organically, sensibly and progressively.

“We would like to thank all of our dealer partners, be them longstanding or new, for the trust, commitment and hard work they put into their Kia business.”

The manufacturer opened the new Kia Academy at the start of this year to educate and upskill the next generation of technicians.

Last month, it hosted around 1,000 dealer staff from across the UK at its Kia Masterclass event at Silverstone, which provided access to, and hands-on experiences with, its latest electric vehicle (EV) products.

“We have just recorded our best-ever September, and year-to-date we are the fourth best-selling brand in the UK,” continued Philpott. “This isn’t isolated growth but the culmination of years of hard work, consistent investment in our people, trust in our product and faith in our loyal customers.”

Kia maintained its dominance with questions relating to EVs in the survey, claiming the top spot in all but one related question, while Seat and Citroen shared most of the lowest scores.

Despite substantial investments made by dealers during the transition to EVs, concerns continue regarding manufacturer support and profitability.

Uncertainty around EVs amidst a cost-of-living crisis and consistent misinformation are likely to have contributed to dealers’ dissatisfaction with current profit return and their worries for the future.

In light of the upcoming Budget, the industry requires stronger support and commitment to EVs from the Government now more than ever, says the NFDA.

Biggest overall movers and shakers

The survey shows that 17 brands increased their overall rating while 14 brands saw their rating decline; Peugeot’s score remained the same.

Cupra had the biggest increase in ranking, climbing 13 places to 13th with a score of 6.9, while Ford saw the biggest decrease in ranking, dropping 14 places to 29th with a score of 4.6.

Citroen saw the biggest decrease in terms of average score, dropping by 2 points, while also posting the lowest score with a 3.4.

The previous highflyer Lexus dropped the second highest amount (-1.8), while Jaguar and Land Rover, which were in the bottom three of the previous edition, saw their overall scores improve the most by 2.3 and 2.1, respectively. 

Sue Robinson, chief executive of NFDA, said: “This edition of the survey shows advancements in key areas, particularly regarding electric vehicles and apprenticeships.

“However, significant challenges persist, especially with increasing concerns about current profit returns, which have also raised doubts about future profitability.”

She continued: “The survey also reveals that despite progress in electric vehicle offerings, profitability in the EV sector remains a significant concern, with dealers highlighting limited product range as a major issue.

“With the new Government announcing its first budget on 30 October, NFDA submitted its Budget proposal to the Chancellor last month with growth, restimulation and clarity being key themes.

“This included measures such as harmonising VAT between public and domestic charging at 5% and improving charging infrastructure to incentivise consumers during the transition to electric whilst also providing support to the important UK automotive sector.”