A new Kia dealership is set to open in Bedford this month.
Family-owned car dealer Bells Motor Group is to add the franchise at its Riverfield Drive site.
It has represented Volvo at that site for more than 14 years.
It already represents the South Korean car manufacturer at Northampton, where it also holds a Volvo franchise.
Emma Bell, a director of the group, told a local newspaper it was thrilled to add the franchise at Bedford after seeing Kia's growth.