The 2022 AM Awards trophy for Manufacturer of the Year has been presented to Kia.

Kia UK is on the road to break the 100,000 registrations mark in 2022 after defying COVID-19 disruption to supply chains. It delivered growth of 29% year-on-year with 90,817 new car registrations in 2021 and a record market share of 5.5%.

It’s a remarkable achievement for a brand that has now celebrated over three decades operating in the UK with more than 1.2 million cars sold since 1991.

The brand has performed consistently as a top performer in the National Franchised Dealer Association’s Dealer Attitude Surveys, putting in near perfect scores for the most recent results across areas like support, profitability, training and the day to day working relationship. Top performing dealers were making over 3% return on sales last year.

Kia’s popularity with its dealer partners speaks to its ability to walk the fine line between delivering volumes, profits and brand desirability.

The 191 dealers representing Kia not only gain access to a slick operating team but also a product line-up that has remained consistently relevant for many years.

The Kia e-Niro is one of the top two most popular electric vehicles (EVs) on the market in the UK, with 12,271 units sold in 2021.

The Sportage also continues to be a key weapon in bolstering volumes and market share for the Korean brand, representing 50% of all its sales. Nearly 30,000 new Sportages hit UK roads last year.

Kia is now embarking on an ambitious strategy to launch a range of dedicated new EVs over the next five years to fully transform its line-up for electrification and provide its dealer network with the next generation of innovative products. Such is the desire for Kia’s new products that the first of these is the striking EV6, which is already sold out for 2022.

An Electric Experience tour is already underway across Kia’s 191 showrooms until the summer to showcase the power trio of the Niro EV, Sportage plug-in hybrid and EV6. Dealers are well positioned to become local experts on EVs at a critical time when many consumers are considering the switch.

Finalists:

  • Kia UK
  • Lexus GB
  • MG Motor UK
  • Toyota GB
  • Vauxhall

The latest AM industry special issue

Spotlight on the customer

In this issue:

What consumers really want - trends and habits dealers must understand to provide the right buying experience

Barriers to EV purchase - many private motorists need extra help before they take the plunge

Delighting used car buyers - it's essential for retailers to offer tailored experiences and great value

Aftersales customer care - valuable interactions are vital as dealerships face fishing in a diminishing pool

A customer-first future - Steve Young, ICDP MD, gives AM an exclusive insight.

Read now