Kia Australia is considering extending its warranty period beyond seven years.
Since launching Australia's first seven-year warranty in October 2014, other brands have followed suit.
Now Kia is thinking about taking the peace-of-mind coverage even further.
When asked about a longer warranty, the boss of Kia Australia, Damien Meredith, said it might not happen right away but it is under consideration.
"We're always thinking about it, (but) probably a commercially bad idea to launch it alongside launching a new logo and branding," Mr Meredith told media at the launch of the updated Kia Cerato this week.
"If we did it, it would be at a time that would benefit us."
Kia's industry-first seven-year warranty has moved from top spot to the third most important reason people buy its cars, according to internal surveys.
"Warranty was the number one reason why customers purchased a Kia," said Kia Australia marketing manager, Dean Norbiato. "However, our latest surveys have seen it fall to third place, behind design and manufacturer."
Honda, Mitsubishi, and the now-defunct Holden brand have previously offered temporary seven-year warranties, whereas Chinese brands GWM, MG, and Haval and South Korea's SsangYong are currently offering permanent seven-year customer protection programs.
Mitsubishi currently offers a 10-year/200,000km warranty on the condition the vehicle is serviced within its dealer network through the entire warranty period.