Kia has launched a campaign to encourage the sale of genuine parts for use in the independent after market sector.

Kia dealerships spearheaded the campaign, using promotional materials including emails to raise awareness among independents.

The campaign was run using the full capabilities of the Kia trade reporting system, hosted by Qube Automotive, which is provided to eligible Kia trade dealers by the manufacturer as part of the Kia Trade Parts Support package.

Chris Lear, aftersales director at Kia UK, said: “Using genuine parts is a great way to ensure cars are kept in the best and safest condition. This campaign has been a fantastic way for our dealers to reach the IMT industry and develop relationships, and in turn, it is our customers who are the winners when their car is equipped with genuine parts.

“Qube Automotive’s software solution has been ideal in facilitating this campaign and really made the process efficient for our dealer partners to manage.”

The first dedicated trade genuine parts campaign has completed its first round, securing 10 independent motor traders with thousands of pounds worth of prizes each.

Following the success of the first trade campaign that ran throughout Q2 this year, Kia is currently running a new campaign and future campaigns are planned to follow.

The winners of Kia’s inaugural trade genuine parts campaign were:

• James & Jenkins Garages Ltd
• Kingston Garage
• Auto Action
• Whittaker Fleet Care Ltd
• McCartney Motors
• D Ward Automotive Ltd
• J Skelton Garage Services Ltd
• James Motor Company
• County Garage
• Lochside Garage

Kia is aiming for 100,000 new car registrations for the first time in the UK, this year. Sales are up almost 19% this year, with 68,000 cars registered since January.

The Korean OEM - the AM Awards 2022's Manufacturer of the Year - has launched a new Sportage SUV and Niro alternative fuel vehicle (AFV) line-up this year and is rolling out a new upmarket corporate identity after its average franchisee achieved 2.7% return on sales in 2021.