8 Posted: 8th Sep 2020

Following the recent NFDA Dealer Attitude Survey, Kia Motors (UK) Limited has once again increased its score to 9.4, placing the brand second out of 31 car manufacturers for Overall Dealer Satisfaction. While just missing out on first place by 0.1 points, Kia topped four of the nine other categories.

  • The NFDA Dealer Attitude Survey is a collection of data from car dealers across the UK based on their ongoing relationship with their manufacturers. Conducted twice a year, the summer edition of the survey was conducted in July 2020 and asked franchised dealers a series of questions covering key business issues affecting the relationship with their respective manufacturers. The latest survey received a total of 2,590 responses from 31 participating dealer networks.

    With the average score across manufacturers coming in at six out of a possible ten, Kia achieved a strong 9.4, landing second place based on overall manufacturer rating. Since 2017, Kia has consistently placed within the top two, coming in joint first place in 2019.

    In addition, Kia topped the list in numerous other categories, including Standards and Performance Measures which gauges whether manufacturer dealer standards are fair as well as how reasonable the performance measures are for the business. Another area in which Kia excelled was the satisfaction for offerings of alternative fuel vehicles, scoring a staggering 9.7 compared to an average of 6.5. Kia also placed first for Targets, Return on Investment, Day-to-Day Working Relationship and Cost of Manufacturer Training.

    A new area that was introduced for the latest survey was dealer satisfaction of manufacturer support during the COVID-19 pandemic. Through strong Q3 offers to accelerate business, a quick turnaround of social distancing materials for dealerships and continuous manufacturer to dealer communication, Kia scored highly in this category placing third with a score of 8.9.

    Paul Philpott, President and CEO at Kia Motors (UK) Limited, commented: “It is really encouraging to see such great results in the NFDA survey as we place a high value on our relationship with our dealer network. I am particularly pleased that despite the challenges of the past few months, we have retained a strong rapport with all of our dealers which resulted in our best-ever sales figures for August.”

    For all other categories including Profit Return, Incentives, and Quality of Manufacturer Training Kia placed second.


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