Burning rubber

KUHMO Tire[sic] USA, American division of the Korean tyre giant has announced the introduction of the world's first "Aroma Tire" for selected vehicles.

The result of over a year's research and development each tyre contains heat resistant oils that replace the 'black rubber' smell with scents of lavender, orange and jasmine.

Which very much begs the next question, why? Why for the love of Bob, why?

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

Which as far as I can tell translates to: I am a worthless waste of space who has confused casual sexism and lazy thinking as edgy brand building PR opportunites. Or to distill it little further. Soccer Moms are stupid.

I'm really hoping the Mr Brennan drops the N-Bomb by announcing a range of Aftermarket low profile Hummer size tyres in aromas such as Fried Chicken, California Chronic, and Dumbass Ho'. Or perhaps they'll be looking to tap into the large market in the South with F150 fitting fragrances like Critters, SourMash Bourbon and Your Sister.

Personally speaking, you know what smell I really like? New tyres.