Kia was rated the best franchise in the UK in the Winter 2025 NFDA Survey, with a score of 9.3/10. The Korean franchise has taken the top slot for five surveys in a row.
The lowest overall manufacturer rating was Ford with 4.0/10. Citroen and Peugeot saw the most significant improvement in ratings with an increase of 3.4 and 2.1 points respectively. Citroen had previously been the lowest-rated manufacturer in the last edition.
Mercedes-Benz had the biggest fall in rating of -1.1 but still held a high score of 8. The Winter 2025 edition of the DAS saw improvements across all questions, with this edition seeing every question showing an improvement.
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.”
Total New Vehicle Margin saw its first increase in rating over recent surveys, which Robinson said potentially signalling an improved optimism across the dealer network.
Future EV/PHEV range also entered into the ‘top 5’ ratings, showing dealer confidence in new EV products beginning to improve.
But Overall Profit and EV margin, while not decreasing, continued to score low, potentially showing wider concerns for overall Return on Capital ratings,” said Robinson.
“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.
“The total margin on new EV and Hybrid sales compared with petrol or diesel new car sales saw a large improvement from a 5.2 to a 6.4, and while remaining one of the lowest scoring sections, there is a clear shift to more positivity around EVs.”
“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.”
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.
“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.”