Sep 8, 2020

  • Kia again improves Overall Dealer Satisfaction score in NFDA Dealer Attitude Survey
  • Also tops four of the nine other categories
  • Rated third best manufacturer for support during COVID-19 pandemic

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.


For further information on Kia please visit or contact:

Stephen Kitson
Director of Corporate Communications


T: 01932 832 075 M: 07795 011 936


Daniel Sayles
Head of Press & Public Relations


T: 01932 832 073 M: 07747 149 149


Sara Robinson     
Public Relations Manager

(Brand & Dealer PR)


T: 01932 832 072 M: 07919 482 332


Moyosola Fujamade
Senior Press Officer (Events)


T: 01932 832 069 M: 07471 216 343


Lauren Martin

Press Officer (Press Fleet)



T: 01932 832 071  M: 07557 268 252

Will Rees
Press Office Assistant



T: 01932 832 079 M: 07795 011 475


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