by Kia’s unconventional approach to electric vehicles
Kia has decided to help electric vehicle owners get used to the new driving experience with air fresheners that smell like gasoline. This campaign started in Finland and offers EV4 buyers a rather unusual accessory.
Humor as a promotional tool
Finland isn’t famous for its sense of humor, but Kia launched a funny campaign in this country to popularize electric vehicles. As reported on social media, the air freshener shaped like a fuel tank is meant to help drivers “transition to a new era of driving.”
Translated from Finnish, Kia’s message sounded rather awkward, but the original content was: “Do you miss the smell of gasoline and refueling during the electric car revolution? We have quick relief for withdrawal symptoms.”
Limited edition and fragrance creator
Kia presented this air freshener as a way to cope with nostalgia for traditional cars and announced that it would be available for new EV4 buyers as a limited edition. The idea to create such a product belongs to Kia’s importer in Finland – Astara Auto Finland, who collaborated with perfumer Max Perttula.
As Perttula noted, the scent resembles the smell of an auto repair shop, which doesn’t seem like the most pleasant choice for a car interior.
Kia Finland’s broad campaign
The air freshener is part of a larger campaign that uses humor to promote electric vehicles. In another message, the company showed two people on the street who could have taken a smoke break, but Kia commented: “Smoke signals are the past. Test drive the new fully electric Kia EV4 and experience the impact of smoke-free driving in just a few minutes!”
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Such initiatives demonstrate how automakers are trying to ease the psychological transition for drivers from familiar gasoline engines to electric technologies. Using nostalgia and humor can be an effective tool for overcoming barriers in the perception of new vehicles, especially in markets where traditional cars have long dominated. The limited nature of the offer also creates a sense of exclusivity, which may interest potential buyers.
