New cars often have 3 or more years free servicing, I think KIA have 7 years free service as part of the deal. For older cars use a good independent garage it will be 1/2 the cost of a main dealer.
A bit of googling tells me that Seat, VW and Suzuki are currently offering 3 years free servicing on all new models. Vauxhall are offering 4 years free servicing and parts but only from certain dealers. KIA is 7 year free parts with 3 years free servicing.
The most important in a service May is the Oil / Filter / Air Filter on any car's these are vital, dealer's have large overheads & this reflects on the prices they charge, as said, the garage around the corner that is VAT Reg for your Warrantee ( If you have a fairly new car) to hold.