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?
Car-2-Car Communication: Let there be light.
German Company EADG makes bold use of OLEDs (organic light emitting diodes) for its electrically powered ‘Light Car Open Source Project’. The lights help driver-to-driver communication by displaying braking force and warning signs like ‘traffic ahead’ on the back of the car.
Car maker Honda, well known for its human look-a -like robot Asimo, now bridges the gap between man and machine with new MECH-devices like the WAD (Walking Assist Device). The included stride management system supports people with walking difficulties (e.g. the elderly or those in rehab) to regain muscle power and to walk longer distances.