Burn Lavender

We’re not talking about candles or incense here. Back in January, KUMHO Tire USA introduced the world’s first fragranced automobile tire. The story has made the rounds of the fragrance and auto blogs, and this morning CNN's Ali Velshi got hold of it for his business news. But what's the real story here? Targeted at female consumers (no, really) driving sedans such as Honda’s Accord and Toyota’s Camry, the company is selling its DX aroma tire to build brand awareness and highlight its tire expertise. Instead of the smell of “black rubber,” tires will now release the scent of lavender through the use of heat-resistant oils. Neroli and jasmine versions will also be available. The world just keeps getting better, and better smelling. More importantly, here is an interesting example of a brand reaching outside its normal confines to create a point of difference and call attention to its product expertise. Hmmmm. If a company made tires that smelled like hot fudge, I might just buy a set for my car.