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?
Students and researchers at the Freie Universität of Berlin are now making it possible to steer a car without hands. Drivers wear a ‘sensor cap‘ that measures brain activity and therefore recognises the direction the driver wishes to turn.
The Netherlands are developing safer highways by incorporating a glow-in-the-dark component to them.
The glow effect will be achieved with the help of a special photo luminescent powder able to charge in the daylight and then illuminate the road for up to 10 hours at night. The idea has already won the Best Future Concept prize at the Dutch Design Awards.