Kia has achieved the highest overall manufacturer rating in the Winter 2025 edition of the NFDA Dealer Attitude Survey, securing first place for the fifth consecutive time with a score of 9.3 out of 10.
The latest survey, conducted between 27th January and 28th February 2025, received responses from 2,204 franchised sites across 31 manufacturer networks, representing a 61% response rate. While Jaguar was not included in this edition, the brand is expected to return in the next survey.
Ford was the lowest-rated manufacturer with a score of 4.0, while Citroen and Peugeot recorded the most significant improvements, rising by 3.4 and 2.1 points respectively. Mercedes-Benz saw the largest drop of 1.1 points but retained a high rating of 8.0.
Paul Philpott, president and CEO of Kia UK, said: “This is a truly exceptional result and one we couldn’t be prouder to achieve. We have said that dealers are at the core of our business, so it’s particularly noteworthy that they agree and have now rated Kia the best brand for the fifth consecutive NFDA survey.”
Philpott added: “With numerous challenges facing our industry, we are incredibly proud of our dealer partners whose proactive approach has ensured Kia continues to lead the industry. Together, we have just achieved a record-breaking Q1 and best-ever month in March, with our latest fully electric model, the Kia EV3, becoming the UK’s best-selling retail-market EV in Q1.”
All question areas in the Winter 2025 survey saw improved dealer sentiment, including a notable rise in ratings for Total New Vehicle Margin and future EV/PHEV range. However, EV profit margins and overall return on capital remained among the lower scoring sections.
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.”
Robinson added: “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. With the Government recently announcing changes to the ZEV Mandate, the future of EVs is looking better than ever. Nevertheless, against the backdrop of insecurity, global trade wars and tariffs, while positive, these ZEV Mandate changes are likely not going to be enough to support the industry in this transition.”
