Astara Auto Finland, the company that imports Kia vehicles into Finland, is giving away free gasoline-scented car air fresheners to buyers of the new Kia EV4. And no, this is not a joke.
You have to admit, the smell of fuel is popular among gearheads, but those with EVs no longer get to experience it. So, some gearheads may just be delighted with this news. With the new gas-scented ‘jerrycan’ tree dangling from their rearview mirror, the new EV owners won’t miss the smell of gasoline too much.
It may seem like Kia’s poking fun at the gas guzzlers, but it’s actually partly designed to ease people’s transition to an EV. “Giving up the combustion engine can feel like a huge step, just like giving up anything else that is familiar. We wanted to add a touch of nostalgic fun to the transition with a gas-scented car freshener,” Klaus Pohjala, commercial director at Astara Auto Finland, said.
Rubber and tar
In partnership with the Finnish perfumer, Max Perttula, Kia set out to make the transition from gasoline to electric power a bit easier. The result is a scent reminiscent of “a car workshop”, with a touch of rubber and exhaust at a race track.
According to Pertulla, the smell evokes the “soul of the combustion era”. He said he mostly used scents found in men’s fragrances, but added a bit of jasmine to top things off. “The fragrance came to life after metalizing and sanding it with amber compounds, birch tar, and galbanum,” he explained.
Buzz, press coverage, and social chatter
The least you could say is that the idea stands out — most EV campaigns talk about “clean” and “quiet”, etc., so offering a gasoline-smelling freshener is unexpected. That can generate buzz and press coverage, which it has. It might help the brand appear playful, human, and aware of the emotional side of switching to EVs.
However, it might also risk mixed reactions: some will find it humorous and nostalgic, while others might find it weird. You might wonder whether those die-hard petrolheads, once they have made the switch and drive electric, will really be so keen on smelling a garage smell every time they get into their car!?
Anyway, the freshener will probably not boost sales significantly. It won’t be a game-changer in EV adoption or in overcoming the major barriers. It’s just a clever marketing gimmick and will definitely generate some buzz and social chatter…
