Kia UK has made a strategic leadership move and it’s one that signals serious intent for 2026 and beyond. David Hilbert is returning to Kia UK as Sales Director, effective 1 May 2026, bringing over a decade of Kia experience to the role.
The appointment marks a significant moment for one of the UK’s fastest-growing car brands, as it prepares for what could be its biggest year yet.
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Who Is David Hilbert?
David Hilbert is no stranger to Kia UK. Between 2016 and 2022, he served as the brand’s Marketing Director, earning recognition as one of the UK’s most effective marketers in Marketing Week’s Top 100.
He then moved to Kia Europe, where he served as Marketing Director from January 2022. In that role, Hilbert led brand transformation, digital innovation, and high-profile campaigns including the EV6‘s successful European Car of the Year strategy and the Kia PV5’s International Van of the Year win in 2025.
Before joining Kia, Hilbert held senior roles at Toyota (GB) plc, covering vehicle marketing, sales, and purchasing.
Kia Sales Director Role: What It Involves
In his new position, Hilbert will report to Simon Hetherington, Kia UK’s Commercial Director. His responsibilities will span:
- Retail and fleet sales across the full Kia range
- Passenger cars and commercial vehicles, including the growing PBV lineup
- Partnership with Kia’s UK dealer network to sustain long-term growth
The role is pivotal. Kia UK closed 2025 as the fourth best-selling brand in Britain, holding a 5.6% market share and delivering 113,436 vehicles making it the top-performing Kia subsidiary in Europe.
Why This Appointment Matters for Kia UK
Hilbert replaces Sanka De Silva, who has held the Sales Director position since March 2025. De Silva joined Kia in 2017 and made valuable contributions across marketing and sales most notably helping launch Kia’s PBV commercial vehicle business in the UK. After nearly a decade of service, he now moves on to a new opportunity in the automotive industry.
Hetherington commented that reappointing Hilbert is a “strategic move” designed to protect Kia UK’s long-term planning capability. Given the brand’s consistent year-on-year growth, continuity at the top is clearly a priority.
Hilbert himself described the role as an exciting new challenge: “Kia UK consistently delivers progressive sales success in a challenging and volatile market it will be my keen focus to maintain this impressive track record.”
What 2026 Holds for Kia UK
This year is shaping up to be landmark territory for the brand:
- First full year of commercial vehicle sales, following the Kia PV5 van launch
- Continued expansion of the EV and hybrid lineup
- Sustained push toward another record sales year
With Hilbert’s European-level strategic experience now focused on the UK market, the brand is well-positioned to build on its recent momentum.
Key Takeaways for Kia Buyers and Dealers
- David Hilbert becomes Kia UK Sales Director from 1 May 2026
- He brings experience from both Kia UK and Kia Europe at the highest level
- Kia UK is the best-performing Kia market in Europe
- Commercial vehicles are now a core part of Kia’s UK growth strategy
- The brand’s dealer network partnership remains central to its sales model
Whether you’re a fleet buyer, private customer, or dealer partner, this appointment reinforces Kia UK’s commitment to consistent, long-term performance.
FAQ
Who is the new Kia UK Sales Director?
David Hilbert was appointed Kia Sales Director for Kia UK, effective 1 May 2026. He previously served as Kia UK’s Marketing Director and, most recently, as Marketing Director at Kia Europe.
Why did Sanka De Silva leave Kia UK?
Sanka De Silva departed Kia UK after nearly a decade to pursue a new challenge elsewhere in the automotive industry. He held the Sales Director position since March 2025.
How is Kia UK performing in 2026?
Kia UK ended 2025 as the fourth best-selling brand in Britain with a 5.6% market share. It is the best-performing Kia market in Europe and expects 2026 to be another record year.
