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