Kia UK appoints Dave Williams as new head of fleet

Dave Williams has been appointed as Kia UK’s new head of fleet, starting from 1st July, and taking over from long-time Kia fleet veteran, John Hargreaves, who is entering retirement

Dave will take on all aspects of his new role as head of fleet, from fleet sales and remarking to business-specific areas of the company, including Kia Rental, Motability and PBV sales. 

This comes at a key time for Kia, as it prepares to launch into the light commercial vehicle sector with Kia PBVs. As the third best-selling brand in the UK year-to-date, Kia plans to have launched 15 EV models and ten HEV models all by 2030.

2025 is a crucial year for Kia, set to launch the EV4, EV5 and PV5, which will strengthen its fleet appeal with greater versatility. Kia is also building towards a complete fleet offering, with a Fleet Management System (FMS) currently being worked on alongside the introduction of PBVs, as well as the continuation of the Kia Business Service Promise, which offers preferential rates to business customers who service, maintain, and repair their vehicles at Kia dealerships.

Dave’s focus will be to introduce these models to new and existing fleet and business customers, as well as continue Kia’s momentum across all fleet channels. With 35 years of automotive experience, 20 of which served at Kia, Dave’s career spans numerous roles from salesman and general manager within dealerships, to sales consultant, coach and trainer. He joined Kia in 2005 as national dealer marketing manager, working his way up until his current role as Kia’s area manager for the South in 2017, where he was responsible for the sales performance of 101 dealerships and managing a team of RBMs.

Dave Williams said: “It has been my privilege to work for Kia over the past 20 years, and I very much look forward to returning to the fleet side of the business.

“The key to that success has been the people: the team and leadership, of which John has been integral. He has led the fleet team with incredible knowledge and foresight—something I hope to emulate as Kia enters its next chapter. One of things I am most proud of during my time at Kia is people and personal development, which is something I hope to continue as head of fleet.

“I am very grateful to John for leaving the role in such a healthy position, which is testament to his exceptional stewardship of the role, and at a time when Kia is breaking sales records on an almost monthly basis and with a whole host of exciting new products to launch over the next few years.”

John Hargreaves led Kia's fleet team for fourteen years, since 2011. His time at Kia started when UK sales amounted to just over 50,000 annual registrations, compared to today's figure being more than double.

He said: "I am immensely proud of of what we have achieved together during my time at Kia, having taken the company from the relatively small manufacturer that it once was, to becoming one of the most recognised and admired car brands in the UK.

"This is in no small part due to the hard work and dedication of the entire fleet team whom I've had the pleasure of leading, and who I am pleased to leave in such capable hands. Dave brings a wealth of great expertise to the role and I have every confidence in his ability to continue driving innovation in the fleet team for years ahead."