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?
Peugeot has launched a novel city-based rental scheme, Mu, in which you can hire an electric car (the Peugeot i-On) to try it out.
Electric cars are turning heads at the Consumer Electronics Show (CES) in Las Vegas, and in 2010 we’ll finally see electric car models from Chevrolet and Nissan hitting dealer lots. But excitement is building around one of the Chevy Volt’s tangential features – the ability to control the car’s functions form your mobile phone. Chevy has developed an app for iPhone, Blackberry, and Droid that lets you monitor the car’s battery charge, lock & unlock the doors, even remote-start from your phone.