I had a yearly service at $650, the car was at 7k or so. I just had the dealership do an oil change and I negotiated down to $350 plus tax. We have a Lamborghini private shop nearby, so I used that as negotiating leverage.
The service and support at our dealership is exceptional, happy to pay a little tax but $650 for an oil change is too much. I think the first annual service would be reasonable at $400.