Short answer
In automotive, scent marketing can give the showroom, reception and customer lounge in particular their own brand identity. The ambient scent must take into account the existing smell of new cars, leather, plastic, coffee and workshop areas.
Cars are multisensory by nature
Buying a car is visual, tactile and olfactory. Customers open doors, feel materials and smell the interior. That product scent is part of the experience and should not simply be perfumed away.
Brand scent around the product
That is why a signature scent is often stronger in the architecture around the cars: entrance, reception, lounge and delivery area. The scent supports the brand while the vehicle retains its own sensory identity.
Different brands, different scent language
A sporty performance brand may call for a different profile than a minimalist electric brand or a classic luxury brand.
The scent briefing can contain words such as technical, warm, precise, dynamic, quiet, sustainable, sculptural or exclusive. These are then translated olfactorily.
Watch out for workshop air
Showrooms next to workshops may have to deal with rubber, oil or technical odours. The first step is ventilation and source control. An ambient scent is no substitute for safe extraction.
The delivery moment as a brand ritual
The delivery of a new car is an emotional moment. A consistent scent in a specific delivery zone can help make that moment recognisable.
Multiple dealers
For dealer groups, a central scent strategy is interesting. The formula can remain the same while settings are adjusted per building.