7 years ago today, Australia's first permanent 7-Year warranty and service package came in to being. KIA called it their 7-7-7 program, and this warranty has seen the Korean car maker rocket up the Australian top-ten automotive brands. 

 

For Kia's Chief Operating Officer, Damien Meredith, the 7-Year was his baby. He was charged with changing buyer perception of the "entry level, cheap and cheerful, brand.

 

"It quickly became apparent that Kia's value proposition had changed dramatically when the triple 7 package was introduced to customers," said Meredith. 

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"We couldn't be happier with the feedback and results we've received as a result of our 7-Year plan, and I'd like to thank every customer who has joined us for the journey, making Kia Australia the family it is today.

 

"The peace of mind that comes with 7-Year warranty, capped-price servicing and roadside assist was an unrivalled feat in the market and will continue to be a staple for future success."

 

KIA kept track of buyer's motivations for coming in to a showroom, and buying a new car. The 7/7/7 package was number one. 7 years later, it is ranking third, behind Manufacture, and Design, as the reasons buyers gave for getting in to a KIA. 

 

It shows the transitional role the 7-Year warranty in buyer behaviour, and instead of being the lead reason for purchase it is now one of many ancillary benefits of owning a Kia vehicle.   

 

The 7 year programme included capped-price servicing program. Since 2014, customers were not asked to pay any more for their scheduled services. Buyers who already had the 5-Year capped-price servicing program received an extra 2 years.

 

For Kia's Head of After Sales, Phil Murray, the inclusion of capped-price servicing and roadside assist meant that Kia could push boundaries as the product continued to improve.

 

"Over the years it has been no secret that the quality of our product has improved dramatically and when the 7-7-7 offering was introduced it added another dimension to the Kia family," said Murray.

 

"Adapting to change is important in the industry and judging from the feedback of our customers, it is a testament to the way Kia has evolved and increased its presence in the market."

 

Kia is expecting the gorgeous all-new EV6 soon, and hopes the classy EV will further extend the positive cusomter perception of the Korean brand.ace which underpins the transition to the new era of electrification.