Fiat Punto owners are being offered deals such as an annual service for £89, 30 per cent off fitment treatment for a timing belt kit and oil changes for £49.
Several manufacturers, such as Ford and Mazda, are offering post-scrappage discounts to encourage sales but Fiat has instead focused on drivers with older cars.
So far 50,000 customers have been sent vouchers through the mail. Punto owners who registered the car before 2006 can contact Fiat dealers to receive vouchers if they were not sent a letter, Fiat says.
The deal has been introduced because many motorists stop the full service schedule because they drive less than dealers anticipate.
"We recognise that some customers choose to move away from the full manufacturer’s service schedule once their car reaches three years’ old and is no longer covered by a warranty," says Rob Calver, parts and service director, Fiat Group Automobiles UK.
"However, they still want their cars to be worked on by factory trained technicians with access to the latest diagnostic equipment, using genuine replacement parts," he added.
In response to this, Fiat is offering an MOT and full annual service for £129.99 at all Fiat dealers for the entirety of 2010.