Old car, new smell
Ford Spain has bottled the ‘smell of new car’ for a market that desperately craves it: buyers of second hand vehicles who miss out on a crucial part of the new car experience. Ford sprays the scent into all their used vehicles promising that their cars will feel just like new.
Why it matters
With fewer people able to afford new cars and lower enthusiasm about used ones, Ford turned to instinctual marketing (scent is one of the strongest) to give people something they already resigned themselves to not having. More importantly, they’ve taken an emotion – the thrill of new car smell – and branded it. How can we better unlock those deep, embedded memories and brand them with more subtle appeals to the human mind?
The Volkswagen Milano Taxi is compact and battery powered. Despite being designed in Germany, the car looks like the old taxies that circulated around Milan in the 1950’s allowing it to tick both environmental and emotional boxes.
This autumn, a parking system called Trafficpass will be introduced to Austria. Trafficpass provides a cash-free and ticket-free paying solution that can be used worldwide. It gives users priority access to parking and allows easy monitoring of spend.