The smell itself was crafted by Finnish perfumer Max Perttula in partnership with Kia’s importer in Finland, Astara Auto. According to local sources, the formula includes a base of motor oil, hints of metal, birch tar, and even jasmine. The result? Something that smells like a mechanic’s workshop.

This bold mix blends industrial notes with an emotional undertone, capturing the nostalgia of combustion engine fans in a playful way. The fragrance is designed to bring back memories of old school engine sounds and maintenance shops, all while sitting inside a fully electric car.

By using scent to trigger emotion, Kia turned a simple air freshener into a memorable piece of storytelling. It is a clever nod to the past while inviting drivers into a cleaner future.

Kia’s strategy in Finland shows how humor can play a powerful role in changing how people see electric cars. Instead of focusing on range or battery specs like most brands, Kia tapped into emotions. Many drivers, especially in Europe, feel a strong nostalgia for fuel-powered engines.

The campaign included funny visuals, such as two people standing outside a building in what looked like a smoke break. The caption read, "Smoke signals are history. Try the all electric Kia EV4 and enjoy a smoke free drive in minutes."

This message hit home. It showed that EVs are not just about technology, they are about lifestyle and identity too. By making people laugh and reminisce, Kia created a campaign that felt human and relatable. Even though it launched in Finland, the campaign quickly went viral and captured global attention.