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?
A new autonomous vehicle-control system on the BMW drawing board could prolong the driving lives of the elderly behind the wheel, without compromising their own, or others’ safety on the roads. The ‘Emergency Stop Assistant System’ detects when a driver loses control or is stricken by a medical problem, activates autonomous driving mode, manoeuvres to the roadside and switches on hazard lights. A telematics system then sends out an emergency call.
BMW has begun to help people to sell and buy second-hand BMWs by promoting them on their website, Facebook and Twitter.