Key Takeaways
1. Kia is launching a campaign to promote its new EV4, offering buyers a petrol-scented air freshener to ease the transition from gas-powered vehicles.
2. The campaign, created by Astara Auto Finland, aims to address the nostalgic feelings associated with the smell of gasoline that many drivers miss when switching to electric cars.
3. The fragrance was crafted by professional perfumer Max Perttula, combining scents of motor oil, petrol, amber, birch tar, and jasmine to evoke the feel of a garage.
4. The air freshener is designed to resemble a small petrol can and is exclusive to purchasers of the Kia EV4 in Finland, which is expected to arrive in the U.S. by early 2026.
5. The social media reaction to the campaign has been mixed, with both jokes and positive feedback, highlighting the conversation around the shift to electric vehicles.
Choosing an electric vehicle offers a smooth and quiet ride along with better efficiency, but it also means letting go of the familiar feelings associated with a gas-powered engine: the vibrations beneath you, the engine’s soft hum, and the distinct smell of oil and fuel. For some drivers, the scent of gasoline is especially difficult to give up. To help ease this change, Kia is launching an interesting campaign with the introduction of its new EV4. As part of this promotion, buyers will receive an air freshener that smells like petrol.
Unique Promotion
This idea has been brought to life by Astara Auto Finland, the official Kia importer. “Leaving behind the combustion engine can feel like a significant change,” says Klaus Pohjala, the Marketing Head. Kia Finland is showcasing this campaign on social media with a fun twist: “A petrol-scented air freshener can help with the symptoms of withdrawal when you move from a combustion engine to electric.” Although this concept grabs attention, it isn’t completely original; Ford introduced a fragrance called Mach-Eau for the Mustang Mach-E GT back in 2021. This scent aimed to mimic the aromas of gasoline, rubber, and metal. Ford discovered that nearly 70% of drivers miss the smell of petrol when they switch to electric cars.
Creating the Scent
The fragrance was crafted by Max Perttula, who is Finland’s sole professional perfumer. Perttula explains that the scent focuses on strong motor oil and petrol, enhanced with hints of amber, birch tar, and galbanum. Jasmine was included due to its chemical resemblance to gasoline. “If we added any more petrol, it would have just smelled like sweet jasmine,” he notes. The intent was to capture the nostalgic feel of a real garage – memorable but not overwhelming.
Product Details
The air freshener resembles a small petrol can and is only available to those purchasing the Kia EV4 in Finland. The EV4 is anticipated to arrive in the U.S. by early 2026, featuring two battery sizes: a 58.3 kWh option with an estimated range of about 235 miles and an 81.4 kWh variant that can achieve up to 330 miles. The power output can reach up to 150 kW, depending on how it’s set up.
On social media, Kia’s campaign has led to more jokes than compliments. On platforms like Reddit, users have made fun of the concept with remarks such as “The scent of cancer in a tree, yay.” Yet, some view it as a smart marketing tactic. The petrol-scented air freshener highlights the transition to electric vehicles while tapping into fond memories. While it may not become essential for EV owners, Kia has done well in one important area – sparking conversations.
