Kia Tops the Charts: A Deep Dive into the 2024 Dealer Attitude Survey
In a remarkable achievement, Kia has once again been recognized as the top automotive brand by the UK’s car dealers in the National Franchised Dealers Association (NFDA) Summer 2024 Dealer Attitude Survey (DAS). This accolade marks the fourth consecutive time Kia has secured the top spot, a testament to the brand’s unwavering commitment to its dealer network and the strength of their partnership.
Consistent Excellence in Dealer Relationships
Kia’s stellar performance in the DAS is not merely a stroke of luck; it reflects a consistent trend of excellence. Over the past 17 surveys, Kia has consistently ranked within the top three, showcasing the brand’s dedication to fostering strong relationships with its dealers. In the latest survey, Kia achieved an impressive score of 9.3 out of 10, a slight increase from the previous survey’s score of 9.2. This score stands in stark contrast to the average score of 6.7 across all brands, highlighting Kia’s exceptional standing in the industry.
High Engagement from Dealers
One of the standout features of this survey is the high response rate from Kia’s dealer network. With 78% of Kia’s 189 UK dealers participating, the response rate significantly exceeds the industry average of 62% across all 32 UK franchised networks. This level of engagement underscores the strong rapport Kia has built with its dealers, providing a robust foundation for the survey’s findings.
Dominance Across Survey Categories
Kia’s dominance in the survey is further illustrated by its top scores in 39 out of the 56 questions posed. The brand excelled particularly in electric vehicle-related queries, securing the top position in all but one question. Additionally, Kia led in every question pertaining to used car sales, reinforcing its comprehensive strength across various segments of the automotive market.
Insights from Industry Leaders
Sue Robinson, the chief executive of the NFDA, expressed her congratulations to Kia, noting the brand’s outstanding performance across multiple categories. "Achieving a score of 9.3 is a remarkable feat, and it reflects Kia’s commitment to its dealer network," she stated. This recognition is not just a badge of honor; it serves as a critical indicator of Kia’s ongoing efforts to maintain and enhance its relationships with dealers.
Paul Philpott, president and CEO of Kia UK, echoed these sentiments, expressing his delight at being named the number one franchise by UK dealers for the fourth consecutive time. "This exceptional result reflects our collaborative approach with our dealer network," he said. Philpott emphasized the importance of investing in staff and training, highlighting the recent opening of the new Kia Academy aimed at educating and upskilling the next generation of technicians.
Record-Breaking Sales and Market Performance
Kia’s success is not limited to dealer relationships; the brand has also achieved remarkable sales figures. Recently, Kia announced record-breaking results for September, with 92,400 cars sold year-to-date. The family-focused Sportage SUV emerged as the UK’s most popular model for the month and second overall year-to-date, further solidifying Kia’s position in the competitive automotive landscape.
The Role of the NFDA
The NFDA plays a crucial role in representing franchised car and commercial vehicle retailers in the UK. With over 4,500 franchise outlets and more than 540,000 individuals employed in the automotive retail sector, the NFDA’s Dealer Attitude Survey serves as a vital tool for understanding the dynamics between franchised dealerships and their respective manufacturers. Conducted twice a year, the DAS provides invaluable insights into the health of these relationships, making it an essential resource for industry stakeholders.
Conclusion
Kia’s recognition as the top brand in the NFDA Summer 2024 Dealer Attitude Survey is a significant milestone that underscores the brand’s commitment to its dealers and customers alike. With a strong focus on collaboration, training, and innovation, Kia continues to set the standard in the automotive industry. As the brand moves forward, it remains poised for further growth and success, driven by its dedication to excellence and the trust of its dealer network.