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?
Welcome to the new level of cruise control. Google has taken their new automated car on a test drive. A second generation Toyota Prius travelled for 140,000 miles (225,300 km) without a human driver.
Russian Prime Minister Vladimir Putin tested a new car in the economy segment recently, resulting in a lot of unplanned PR coverage for the car as a result.