May I Smell Your Tires?

Relevant here only because Kumho Tires happened to be a party in an important expert testimony case, I nonetheless feel compelled to direct your attention to the company’s announcement of scented tires.

KUMHO Tire USA…December 21, 2006…announces the introduction of the world’s first fragrance automotive tire, the ECSTA DX. The project is the “fruition” of more than a year’s worth of research and development to deliver an alluring aroma tire that replaces the normal “black rubber” smell with heat-resistant oils in the scent of lavender, and in later versions, neroli (orange) or jasmine. Visitors to www.kumhotireusa.com can find the nearest Discount Tire store or TireRack.com will ship them for installation.

According to Rick Brennan, Brand Director for KUMHO, the company is selling the DX aroma tire to help build brand awareness and highlight KUMHO’s tire technology. The tire is targeted at female consumers who drive such sedans as the Honda Accord, Toyota Camry, Subaru Outback, Chrysler Sebring and Ford Taurus.

Also, I would like to point out the URL for this image (which makes me laugh uncontrollably):

It is http://www.kumhousa.com/News/Images/2006/dx-stinky.jpg.

Someone doing web work for Kumho has a sense of humor.

(Noted on this week’s Wait Wait, Don’t Tell Me.)