Kumho tyres to use scent to attract women buyers

Akron, Ohio — Kumho is to launch an ‘Aroma Tyre’ in the US. The company’s ECSTA DX is claimed to be, "the “fruition” of more than a year’s worth of research and development to deliver an alluring aroma tyre that replaces the normal “black rubber” smell with heat-resistant oils in the scent of lavender, and in later versions, neroli (orange) or jasmine."

According to Rick Brennan, Brand Director for KUMHO, the tyre is targeted at female consumers who drive such sedans as the Honda Accord, Toyota…