I've done mine about 3 times already, but its because I'll be in the garage and bored so I say "what the hell". I figure with the car being new it should soak it up pretty good but a good rule of thumb is about three to four times a year. I will say this though, with my previous car the seats looked great after 5 years and I treated them "MANY" times a year, so its up to you. I will suggest this, buy some Griots interior cleaner and their leather conditioner, its THE best, period! www.griotsgarage.com