Kia Motors UK will launch a new in-dealership coaching programme in May aimed at helping retailers improve the customer experience.
Initially helping dealerships that have identified a specific need, the programme will be rolled out to the entire network to enable staff to reach their full potential when dealing with customers.
All aspects of the training will be bespoke to each dealership following a training needs analysis.
Gary Tomlinson, head of human resources at KMUK, said: "Our network has come a long way in recent years and this new programme will help dealers both old and new give an excellent experience to our growing army of customers.
"Delivering the very best customer experience has to come as standard for a brand that now has some of the most attractive, best value and highest quality vehicles on the UK new car market."
It is is looking to recruit six performance coaches to run the programme.