The "Buy One, Get One" (BOGO) offer typically required customers to pay the for a high-end model, such as the Kia Sorento or the Kia Sedona minivan. In exchange, the dealership would provide a base-model Kia Rio —the brand's most affordable car—at no additional cost.

The promotion served several business purposes beyond just selling two cars:

: The shock value of a "free car" headline was a massive draw for customers who might otherwise have overlooked the brand.