You’re likely familiar with that exciting experience of shopping for a new car. While the process can become draining and stressful, there’s a deep sense of relief and satisfaction felt when you sit in your new car for the first time and smell the satisfying “new-car smell."
What exactly is this “new-car smell" that we are all so familiar with? According to automakers, this aroma is essentially a mixture of volatile organic compounds such as rubber, plastic, leather and other chemicals that are used to assemble a car. These compounds release molecules into the air when they reach a certain boiling point, thus creating its aroma. What would be a new car without that new-car smell? Automakers respect the customers’ desire to have that new-car smell in their vehicle, so it is crafted and balanced to have an effect in the beginning of a purchase.
According to experts, data shows that unfortunately 90% of the new-car smell dissipates after a month. People find the aroma of a new car so alluring that they often seek to mimic this smell even when the car is not new, or when the new-car smell begins to dissipate. Car makers are now trying to manipulate the new car smell, so that is it no longer just a nostalgic feeling that you once remembered.
Air Aroma is doing just this by partnering with car dealerships to create their own signature scents to incorporate in their car showrooms, car shows, or cars themselves. A new-car smell represents the new, fresh and luxurious feel of the car. Through scent creation, Air Aroma helps car dealerships give clients the same feel of style and elegance when they enter the showroom or new car. Smell is one of the most powerful human senses, and through scenting an auto-show, car, or car showroom, a brand is creating the ultimate sales experience.
Air Aroma has worked with some of the world’s biggest car brands such as Mercedes-Benz, Lincoln, Lexus and Nissan. Each signature scent represents the brand’s value, and what they are trying to communicate to clients. For example, Mazda worked closely with Air Aroma to create a warm and welcoming fragrance for clients to enjoy when entering their showroom. Warm characteristics in fragrance notes such as sandalwood have been found to have mental boosting, relaxing and calming qualities. While picking a new car can be a stressful process, incorporating a relaxing fragrance into a showroom can put one’s mind at ease.
Nissan scents their motor shows with their fresh, fruity and herbal signature scent exclusively created by Air Aroma. According to Nissan’s Global Head of Marketing, their modern oriental fragrance has created a vibrant and exciting atmosphere for guests at their car shows. Other sweet, fruity scents such as cucumber and green apple have been found to invoke positivity. These uplifting qualities make finding a new car a more enjoyable experience. By scenting cars with a signature scent, brands are strengthening their emotional connection with their clients, thus enhancing customer responses when buying a car. Diffusing a signature scent into a car showroom, car show or the car itself creates a lasting feeling and experience for clients that will no longer fade away.