KIA Survey 2024: Current findings

KIA Survey 2024: Current findings

This is our first feature revealing findings from our KIA Survey.


The KIA Survey has been live since 6th March 2024 and has been communicated to Electric Road’s subscribers & social media audiences.



The current (unique) submission total is 528 achieving a 75.8% completion rate. We will continue to promote this survey and will publish findings on an ongoing basis.


Our brand surveys are open to all drivers (of all ages of car & fuel types) be they a current owner, a previous owner, a prospective one or they simply have a view on that particular brand and/or the ongoing ‘fossil fuel v electric’ debate.


We want to understand how drivers are thinking & acting in relation to car brands and fuel types given the backdrop of 2035 when new petrol & diesel cars will no longer be sold in the UK alongside 2050 when the UK Government aim to cut greenhouse gas emissions to almost zero.




Key Findings


  • Just over 18% of current KIA owners owned a KIA previously


  • Comparing current KIA owners’ previous fuel type versus their current fuel type, petrol has decreased from 33.6% to 16.2% while electric has increased from 14.4% to 64.6%


  • The Top 5 brands previous KIA owners have moved onto are: Hyundai, Ford, Jaguar, Peugeot & Audi


  • Nearly 57% of prospective KIA owners are interested in an SUV


  • 63% of prospective KIA owners are primarily considering an electric model


  • Reliable, value for money & practical are the top 3 responses to the question, ‘What does KIA mean to you?’


  • 31.4% of all respondents think hydrogen will be the predominant fuel in 2050


  • 53.6% of all respondents will choose an electric car as their next vehicle.



Have your say on KIA HERE!



User Profile



Current Owner – Type of KIA



Current Owner – Fuel efficiency



Current Owner – Fuel type


Current Owner – Previous fuel type



Current Owner – Previous brand (Top 5)


Have your say on KIA HERE!



Previous Owner – Type of KIA



Previous Owner – Fuel efficiency



Previous Owner – Fuel type



Previous Owner – Current fuel type



Previous Owner – Current brand


Have your say on KIA HERE!



Prospective Owner – Type of KIA considering



Prospective Owner – Fuel type considering



Prospective Owner – Current fuel type



Prospective Owner – Current brand


Have your say on KIA HERE!




All respondents – What does the KIA brand mean to you?




All respondents – What information do you believe to be true about EVs?




All respondents – What ‘fuel type’ will be the predominant choice for UK drivers in 2050?




All respondents – What ‘fuel type’ will your next car be?


Check out our other surveys HERE




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Fossil Fuels V's Electric

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