A nose for seduction: carmakers use scent to entice
(MENAFN- The Peninsula) Fragrance alone may not sell cars, but automakers are turning on their olfactory charm to try to sweeten the appeal and distinction of their vehicles.
The elegant curve of a fender, the soft leather covering a steering wheel and the soft thud of a closing door: there is plenty to tempt the senses at this year's Geneva Motor Show.
And now carmakers are eager to please the noses of buyers as well, throwing a range of scents, including refined and distinctive "new car smells" into the mix.
"When you walk to a car the design is very important, but if you enter the car, one of the first things you can recognise is the smell or the odour inside the car," Hartmut Kovacs, head of interior emissions at Mercedes-Benz, told AFP.
The sense of smell is a particularly powerful one, explained Annick Le Guerer, an anthropologist and philosopher who has written a book on the subject.
"The sense of smell is linked to the parts of the brain that are used for memory, affectivity, emotions," she told AFP.
"If you put fragrances in your car that remind you of happy times in your life, there is an unconscious impact on your desire to stay in your car longer," she said.
But Emmanuel Boudard, head of interior air quality innovation at PSA Peugeot Citroen, acknowledged "we have not yet identified a fragrance that makes people buy cars."
The opposite is true though.
Studies have shown that "when the odour is too strong, comfort levels drop," Juliette Quatararo, in charge of odour issues at PSA, pointed out.
In fact, a lot of the work around fragrance is to ensure scents are not overpowering and that only the good ones are allowed inside.
- 'Nature' of smell vital -
"The nature" of the smell is vital, Quarataro said, adding that PSA attempts to ensure its cars do not smell too strongly of plastic or imitation leather.
"There are substances that smell bad that are banned," she said.
Renault meanwhile takes a hard line when it comes to odours.
"Our odour policy is to have as little as possible in the car," the French carmaker said.
Other carmakers too are wary of strong smells.
Kovacs said Mercedes-Benz refuses to use any components that do not meet its odour neutrality standards.
But once manufacturers ensure that the smell of their cars won't drive customers away, some throw in a dash of perfume to entice them to stay.
"The olfactory aspect is as important if not more important than the visual aspect," said Cyrille Gerhardt, who runs "Smell Marketing," a company that specialises in the technique already widely used in hotels and luxury stores and that is catching on among some carmakers.
The elegant curve of a fender, the soft leather covering a steering wheel and the soft thud of a closing door: there is plenty to tempt the senses at this year's Geneva Motor Show.
And now carmakers are eager to please the noses of buyers as well, throwing a range of scents, including refined and distinctive "new car smells" into the mix.
"When you walk to a car the design is very important, but if you enter the car, one of the first things you can recognise is the smell or the odour inside the car," Hartmut Kovacs, head of interior emissions at Mercedes-Benz, told AFP.
The sense of smell is a particularly powerful one, explained Annick Le Guerer, an anthropologist and philosopher who has written a book on the subject.
"The sense of smell is linked to the parts of the brain that are used for memory, affectivity, emotions," she told AFP.
"If you put fragrances in your car that remind you of happy times in your life, there is an unconscious impact on your desire to stay in your car longer," she said.
But Emmanuel Boudard, head of interior air quality innovation at PSA Peugeot Citroen, acknowledged "we have not yet identified a fragrance that makes people buy cars."
The opposite is true though.
Studies have shown that "when the odour is too strong, comfort levels drop," Juliette Quatararo, in charge of odour issues at PSA, pointed out.
In fact, a lot of the work around fragrance is to ensure scents are not overpowering and that only the good ones are allowed inside.
- 'Nature' of smell vital -
"The nature" of the smell is vital, Quarataro said, adding that PSA attempts to ensure its cars do not smell too strongly of plastic or imitation leather.
"There are substances that smell bad that are banned," she said.
Renault meanwhile takes a hard line when it comes to odours.
"Our odour policy is to have as little as possible in the car," the French carmaker said.
Other carmakers too are wary of strong smells.
Kovacs said Mercedes-Benz refuses to use any components that do not meet its odour neutrality standards.
But once manufacturers ensure that the smell of their cars won't drive customers away, some throw in a dash of perfume to entice them to stay.
"The olfactory aspect is as important if not more important than the visual aspect," said Cyrille Gerhardt, who runs "Smell Marketing," a company that specialises in the technique already widely used in hotels and luxury stores and that is catching on among some carmakers.
Legal Disclaimer:
MENAFN provides the
information “as is” without warranty of any kind. We do not accept
any responsibility or liability for the accuracy, content, images,
videos, licenses, completeness, legality, or reliability of the information
contained in this article. If you have any complaints or copyright
issues related to this article, kindly contact the provider above.
Comments
No comment