Kia goes emotional: When electric mobility smells like gasoline
Choosing an electric car means gaining quiet, smooth performance and improved efficiency – but it also means letting go of the familiar sensations of a combustion engine: the rumble beneath the seat, the hum under the hood and the unmistakable scent of oil and gasoline. For many drivers, that smell is particularly hard to part with. To make the transition a little easier, Kia is launching a special campaign alongside the release of its new EV4. As part of the promotion, customers receive a petrol-scented air freshener.
The concept comes from Astara Auto Finland, the local Kia importer. “Giving up the combustion engine can feel like a big step,” says Head of Marketing Klaus Pohjala. On Instagram, Kia Finland promotes the campaign with a playful touch: “A petrol-scented air freshener eases the withdrawal symptoms when switching from a combustion engine to electric.” Though eye-catching, the idea isn’t entirely new – back in 2021, Ford launched a perfume called Mach-Eau for the Mustang Mach-E GT. It was designed to replicate the scent of gasoline, rubber and metal. According to Ford, nearly 70% of drivers miss the smell of petrol when transitioning to an electric vehicle.
Kia’s scent was created by Max Perttula, Finland’s only professional perfumer. According to Perttula, the blend is centered around heavy motor oil and petrol, enriched with notes of amber, birch tar and galbanum. Jasmine was added because of its molecular similarity to petrol. “Any more petrol, and it would have smelled like fruity jasmine,” he explains. The goal was to capture the essence of a real garage – nostalgic, yet not overpowering.
The air freshener is shaped like a miniature petrol canister and is available exclusively to buyers of the Kia EV4 in Finland. The EV4 is expected to launch in the U.S. in early 2026, offering two battery options: a 58.3 kWh pack with an estimated range of around 235 miles and an 81.4 kWh version delivering up to 330 miles. Power output reaches up to 150 kW, depending on the configuration.
On social media, Kia’s campaign has sparked more laughs than praise. On Reddit, users have mocked the idea with comments like “The smell of cancer in a scent tree, yay.” Others, however, see it as a clever marketing move. The petrol-scented air freshener underscores the shift to electric vehicles while tapping into nostalgic memories. While it’s unlikely to become a must-have for EV drivers, Kia has succeeded in one key area – getting people to talk about it.
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