The consumer champion said in light of the rising cost of living that value-for-money - as well as exemplary customer service and products were key for the expert panel of judges in selecting which brands would come out on top at this year's awards.
Which? chief executive, Anabel Hoult, said: "The Which? Awards recognises brands that consistently get it right for their customers, and this year that Which? endorsement is proving to be more powerful than ever.
"We are delighted to award Which? 'Car Brand of the Year' to Kia. This is in recognition of the diverse model range and affordability of its vehicles and our research shows that these are both reliable and perform extremely well."
Paul Philpott, president and CEO of Kia UK Limited, commented: "We're delighted to receive this award and sincerely thank Which? for their acknowledgement of our unwavering efforts. Our business is based on delivering industry-leading customer experience bolstered with a responsible business model and an excellent working relationship with our dealer partners. This, powered by our leadership in electrification and our broad product line-up, positions us as a true challenger in the industry. Thank you again, we're really honoured."
Kia offers a broad range of vehicles ranging from its popular Picanto city car to the family-focused and newly electrified Sportage and fully-electric EV6. Every Kia comes with a reassuring seven-year/100,000-mile warranty as standard, offering fantastic peace-of-mind and value for customers.