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Kia Creates Fuel-Scented Air Freshener to Promote the EV4 in Finland and Rekindle Memories for Those Still Adjusting to the Transition from Combustion Cars to Electric Models.
Kia launched in Finland a gasoline-scented air freshener as part of the debut campaign for the EV4, its new electric model.
The item, designed to evoke the olfactory experience of combustion cars, will be given as a gift to those who purchase the vehicle from the local importer Astara Auto Finland.
The product will not be sold separately and is currently restricted to the Finnish market.
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Gift Tied to the Purchase of the Kia EV4
According to Astara Auto Finland, the initiative accompanies the start of sales of the EV4 and has limited distribution for the launch period.
The offer is valid only for new owners of the model, with no plans for expansion to other countries. In Brazil, Kia has not announced plans to make the air freshener available.
Scent Developed for the Transition to Electric
The fragrance was developed by Finnish perfumer Max Perttula, known for creations inspired by industrial themes.
The scent combines notes reminiscent of motor oil, workshop, and fuel, according to the importer’s description.
The proposal, according to the promotional material, is to provide an olfactory experience that evokes the memory of combustion vehicles without the use of flammable substances.
What the Importer Says
The commercial director of Astara Auto Finland, Klaus Pohjala, stated that the campaign aims to bring the public closer to the technological change.
“Leaving combustion engines behind may seem like a big step, just as giving up anything else familiar. We wanted to add a touch of nostalgic fun to the transition with a gasoline-scented air freshener for cars. This is undoubtedly a somewhat bold campaign, but we also want to communicate that we understand that change is a very important decision for many,” the executive said in a statement.
Product Functionality
The air freshener has a shape similar to traditional products hung on the rearview mirror, but its formula has been adapted to simulate the smell of fuel through aromatic components.
According to Astara, the product contains essences that reproduce oil and metal, combined with notes of jasmine and resins, without the use of real gasoline.
The item is a promotional accessory and is not part of the vehicle’s equipment set.
Launch Marketing Strategy
The action is part of the communication strategy for the Kia EV4 in the Finnish market.
According to the importer, the goal is to bring consumers who are transitioning between combustion engines and electric ones closer.
Automotive industry analysts point out that initiatives of this kind often explore symbolic and sensory aspects of the relationship between consumers and automobiles, aiming to facilitate the acceptance of new technologies.
Distribution Restricted to Finland
The promotion is exclusive to EV4 buyers served by Astara Auto Finland during the launch period.
The company did not disclose the number of units produced nor the duration of the action.
There is also no plan to sell the product independently.
The importer describes the air freshener as a commemorative item marking the arrival of the new model in the country.
Olfactory Memory and Consumer Behavior
Consumer behavior experts explain that olfaction is linked to emotional memory, and characteristic smells of fuel and motor oil often evoke experiences associated with driving traditional vehicles.
In this context, the use of nostalgic fragrances is interpreted by marketing analysts as an attempt to preserve an emotional bond between the driver and the car, even amidst technological transition.
Repercussions and Perspectives
The campaign drew attention for adopting an unusual communication element, but Kia and Astara Auto Finland did not disclose impact or engagement data from the public.
Industry sources consulted by the European press assess that the action reinforces the experimental nature of campaigns related to electric vehicles, which often seek to balance innovation and tradition.
In Brazil, there are no plans for the launch of the EV4 or the distribution of the air freshener.
Kia Motors do Brasil reported that it continues to follow the international launch schedule, but did not comment on the campaign in Finland.
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