Surabaya – Buying a new car is often about one number: the price on the window. But the amount a buyer pays at the dealership is only the beginning of the real cost of owning a vehicle.
Maintenance, repairs and warranty coverage can affect how much money an owner spends long after the keys are handed over. That is why purchase incentives are increasingly being packaged with after-sales benefits, rather than focusing only on discounts.
Kia Sales Indonesia is using this approach at GIIAS Surabaya 2026 through a package covering three of its latest models: The new Sonet, The all-new Carens and The all-new Seltos.
The Price Is Only the Starting Point
For buyers in Surabaya, Kia’s three models cover a relatively broad range of prices. The new Sonet starts from Rp273.9 million, while The all-new Carens starts from Rp284 million and The all-new Seltos is priced from Rp375 million.
At the top of their respective lineups, prices reach Rp323.9 million for the Sonet, Rp389.9 million for the Carens and Rp489 million for the Seltos. All prices are on-the-road for Surabaya.
Those numbers may be the first thing buyers compare. But the cost of owning a car can change significantly depending on what happens after the purchase.
Regular servicing, replacement parts and unexpected repairs can become major expenses over several years. A lower purchase price may not always mean a lower total cost of ownership if maintenance costs are higher later.
Free Service Can Reduce Early Ownership Costs
One of the after-sales benefits offered for the three Kia models is free labor for scheduled maintenance for up to four years or 50,000 kilometers, whichever comes first.
The benefit does not mean every part or maintenance item is free. However, removing labor charges from regular scheduled servicing can help reduce some of the expenses owners face during the first years of ownership.
This is particularly relevant for buyers who plan to keep their vehicles for several years. Early maintenance costs are often predictable, but they still need to be included in the overall budget.
Before signing a purchase agreement, buyers should also check exactly what is covered. The details can differ depending on the service schedule, parts that need replacement and the conditions attached to the program.
A Long Warranty Can Matter Even More
Kia is also offering a vehicle warranty of up to seven years or 200,000 kilometers for the Sonet, Carens and Seltos.
A long warranty can provide additional peace of mind, particularly for buyers concerned about major repairs during long-term ownership. But the duration alone should not be the only factor considered.
Buyers should understand which components are covered, what exclusions apply and whether regular maintenance must be performed at authorized workshops. Warranty coverage may also depend on following the manufacturer’s recommended maintenance schedule.
For drivers who travel long distances, the 200,000-kilometer limit could be just as important as the seven-year time period.
Cashback and Gifts Have a Different Kind of Value
During GIIAS Surabaya 2026, Kia is also offering buyers a Samsung Galaxy Tab A11+ as a direct gift, along with a chance to receive cashback of up to Rp20 million through a lucky dip.
These benefits may look attractive, but their value is different from a long-term ownership program.
Cashback can immediately reduce the effective amount paid for a car, depending on the amount received. A direct gift adds value, although it does not reduce the cost of operating the vehicle.
Free maintenance and warranty coverage, on the other hand, may become more valuable over time because they are connected to expenses that could arise after the purchase.
That is why buyers should not simply compare the biggest promotional number displayed at an auto show.
What Should Buyers Actually Compare?
When choosing between several new cars, the purchase price should be only one part of the calculation.
Buyers can also compare scheduled maintenance costs, labor charges, warranty duration, mileage limits and the availability of authorized service centers near where they live.
Fuel consumption, insurance, taxes and the expected resale value can also affect the total cost of ownership. A car that appears cheaper at the beginning may become more expensive to keep over several years.
The best deal, therefore, is not always the one with the largest discount.
For some buyers, immediate cashback may be the priority. For others, lower maintenance costs and longer warranty coverage could provide more value during years of ownership.
At GIIAS Surabaya 2026, Kia’s package for the Sonet, Carens and Seltos highlights a broader change in how new cars are being marketed.
The question for buyers is no longer only, “How much does the car cost today?” It may be more important to ask, “How much will this car cost me after I drive it home?”