Photo: Lincoln
Never underestimate the lengths to which an automaker will go in order to sell more cars. Take, for instance, the latest product from Lincoln. No, we’re not talking about the luxurious MKC crossover, but instead an all-new product called “Essence of Lincoln” – a scent specifically engineered for Lincoln dealerships to help make showrooms more inviting for customers.
Launching at select Lincoln retailers, this scent will be pumped into the showroom through the ventilation system to exude “luxury and warmth.” To create “Essence of Lincoln,” Lincoln worked with a master perfumer who had previously helped to create scents for Ralph Lauren, Calvin Klein and Elizabeth Taylor.
She says that she combined notes of green tea, which “encourage a sense of upscale well-being,” with undertones of to create a relaxing atmosphere. Most car dealerships use lighting, signage or design to attract and soothe buyers, but with smell being our strongest sense, Lincoln is looking for a new approach to woo buyers.
“While every sense plays a part in forming a client’s perception of an experience, scent has one of the strongest connections to not only memory, but emotion. ‘Essence of Lincoln’ is a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand,” said Dennis Carnevale, Lincoln experience training manager.
At least one Lincoln dealer has been pumping “Essence of Lincoln” into its showroom for almost a year, and that dealer’s general sales manager said he has received good feedback from customers and employees regarding the new smell.
As funny as this all sounds, though, it seems similar in theory to the fragrance atomizer currently offered in the 2014 Mercedes-Benz S-Class. For its system, Mercedes engineered the atomizer to mount into the glove box and release the scent through the HVAC system.
She says that she combined notes of green tea, which “encourage a sense of upscale well-being,” with undertones of to create a relaxing atmosphere. Most car dealerships use lighting, signage or design to attract and soothe buyers, but with smell being our strongest sense, Lincoln is looking for a new approach to woo buyers.
“While every sense plays a part in forming a client’s perception of an experience, scent has one of the strongest connections to not only memory, but emotion. ‘Essence of Lincoln’ is a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand,” said Dennis Carnevale, Lincoln experience training manager.
At least one Lincoln dealer has been pumping “Essence of Lincoln” into its showroom for almost a year, and that dealer’s general sales manager said he has received good feedback from customers and employees regarding the new smell.
As funny as this all sounds, though, it seems similar in theory to the fragrance atomizer currently offered in the 2014 Mercedes-Benz S-Class. For its system, Mercedes engineered the atomizer to mount into the glove box and release the scent through the HVAC system.
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