Disclaimer: This isn’t meant to be a car review. This is an article on brand authenticity.
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Back in 2021, when Ford was promoting the Mustang Mach-E GT, its high-performance electric vehicle, the company found a way to appeal to potential buyers who somehow missed the sensory appeal of gasoline-powered cars. In a Ford-commissioned survey, one in five drivers responded that the smell of petrol was what they’d miss most in an electric vehicle. So, Ford responded by working with U.K.-based Olfiction to create a fragrance that would smell like petroleum. The result came in the form of a fragrance called “Mach-Eau.”
Upon reading the news, I had mixed feelings. One side of me applauded the car company for a smart marketing vehicle (no pun intended). Yet the other side of me thought, “Hmm… how authentic is it to make your product smell like something it’s not supposed to, by design?” And perhaps more importantly, I wondered, “Will this strategy work in the long term?”
More recent developments with EVs offered some food for thought.
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Comments
Roar of Engine, Smell of Gasoline
QD published an article I wrote describing my Tesla experience a few months ago (https://www.qualitydigest.com/inside/customer-care-article/technology-no-substitute-service-041223.html). Long story short - I am a 50s and 60s muscle car fan and ended up buying a Tesla a few years ago, drawn by the exhilarating performance. Although my initial love for the fun experience has since become disillusionment with the company due to their abysmal service, it's still fun to drive...I'm just looking to replace it.
I thought I would miss the rumble of the engine, and the noise. I was surprised to find that I didn't miss it at all. The seamless acceleration provided by the dual motors in my Model Y was so unique that I immediately loved it. I mean, it just gets up and goes...no jerking around or noise from a transmission.
All due respect to Ford marketing...I would never trust (and certainly never make a business investment based on) a survey that told me that drivers "thought" they would miss the smell of gasoline. I drove (or drove in) gasoline-powered cars for 60+ years...If I smelled gas while I was driving, it either meant that I had spilled some on me when I was refueling, or something was seriously wrong with my engine.
Dear Dr. Stauffer, Rip, …
Dear Dr. Stauffer, Rip,
Read your article; indeed, the dissonance between a decent product offering, and the poor quality of the service provided, can be quite unnerving. To the noises and smells. I agree that the smell of gasoline is rarely a good sign. I often use a taxi service that converted all of their Czech Skodas to natural gas, and believe me, the smell of odorant in the cabin does not make me nostalgic; in fact it leaves me with a sensation that a gas hob in the kitchen was left open :-)
Thank you for sharing your thoughts, and your own experiences behind the wheel!
Yours,
Andrey
There have been products…
There have been products that emulate other materials for, what, a century or more? Fake wood, fake stone, fake leather, etc., that I think some (most?) people don't even pick up on inauthenticity. That said, when a company really just owns the truth of what they are selling, I have to respect that. Gas-scented fragrances and emulated engine sounds seems so... dorky and cringey - as a consumer, I'd much rather have something honest and simple.
To Scott H
Dear Scott H. Thank you for your response. That much is true: there are only so many discerning consumers who decry fake materials. I totally agree that when the fact is candidly acknowledged by the seller, it is OK to use those. In most cases, fake wood, leather, or stone are offered as cheap alternatives to the expensive materials. Yet gas-scented fragrances and audio features for engine sounds are add-ons, not replacements. It is almost as if the seller makes amends for not offering you that good old furious muscle car, so he introduces superfluous features to comfort you. It is exactly as you put it: honest and simple, that wins long term. Thank you. Andrey
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