Hi all,
To clarify, the first service is allowed for in the delivery cost of the new car. Any dealer can do it, if you take the car to a dealer other than the one you purchased the car from, the servicing dealer will send the selling dealer a bill for the service.
Some techs get complacent about doing a first service, and there is very rarely a problem found. I was always red hot about having first services done properly - if it's done properly it's a good reprise of the pre-delivery inspection and they have been known to nip serious issues in the bud.
It shouldn't really be called a "service" though. Some manufacturers (Ford springs to mind) actually call it a "peace of mind inspection", which is much closer to the mark.
If anyone's dealer didn't do anything except change the lube sticker and stamp the book (known in the industry as a "sticker service", raise it with the Service Manager, and if they don't give you a good outcome don't go back. There are ethical dealers out there.
I "came by" a recent dealer bulletin listing the different branks and models of oil for the different models - it's a bit more up-to-date than the one Dazz posted. If anyone is keen I will try to scan it in the next few days and post it.