Kia has once again secured the highest overall score in the latest National Franchised Dealers Association (NFDA) Dealer Attitude Survey, achieving a rating of 9.3 out of 10.
This marks the fifth consecutive edition in which the Korean manufacturer has topped the survey, which evaluates the relationship between franchised dealerships and manufacturers in the UK.
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The Winter 2025 edition of the survey was conducted between 27 January and 28 February 2025 and received responses from 2,204 franchised dealer sites across 31 networks, equating to a 61.3% response rate. Jaguar was not included in this edition but is expected to return in the next.
Ford recorded the lowest overall score at 4.0, while Citroën and Peugeot showed the most notable improvements. Citroën, which had ranked lowest in the previous survey, increased its score by 3.4 points. Peugeot rose by 2.1 points. Mercedes-Benz experienced the sharpest decline, falling by 1.1 points, although it retained a relatively high score of 8.0.
The biannual survey, which has been running since 1989, remains a key barometer of dealer sentiment in the UK automotive retail sector. It captures feedback across various performance indicators, including profitability, margins, communication, and support.
In the latest edition, all question areas saw improved ratings. Notably, the total margin on new electric and hybrid vehicles rose from 5.2 to 6.4 out of 10, indicating growing dealer confidence despite continued challenges. While EV-related metrics saw the most progress, they still ranked among the lowest in the survey, reflecting concerns over return on capital and profitability.
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By GlobalDataThe category “Future EV/PHEV range” entered the top five scoring areas for the first time, highlighting increasing optimism in upcoming zero-emission models. However, overall profit and EV margin ratings remained low, suggesting that structural issues persist for retailers during the electrification transition.
NFDA chief executive Sue Robinson said the results indicate a more optimistic outlook for retailers but warned that government support such as recent changes to the ZEV Mandate may be insufficient given wider economic uncertainty and geopolitical pressures.
Kia UK president and CEO Paul Philpott welcomed the recognition, noting that the brand’s EV3 model became the best-selling retail-market EV in Q1 2025. He said the result demonstrated the value of Kia’s dealer partnerships during a period of industry disruption.
