Ford goes ultra-luxury with ‘Essence of Lincoln’ showroom scent

Potential Lincoln buyers will soon catch more than a waft of coffee and new-car smell in showrooms, as the company has commissioned its own “original showroom scent.”

Dubbed Essence of Lincoln, the fragrance was designed by aroma marketing company SensoryMax and perfumer Rene Morgenthaler to create an “upscale, relaxing showroom experience.”

Morgenthaler chose green tea to bring a sense of upscale well-being, paired with undertones of jasmine and tonka to further reinforce the relaxing atmosphere.

“Together they form a fragrance that exudes luxury and warmth,” Lincoln promises.

The custom scent marks Lincoln’s latest attempt to establish an ultra-luxury experience for buyers, diverging from the typical sales-and-service model found at most Ford dealers. The approach is particularly extreme in China, where showrooms are being designed as living spaces with seating zones that mimic home living rooms.

One Lincoln dealer has already been pumping the new scent through its ventilation system for the past year, ahead of a wider rollout to other franchises.

“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 Lincoln experience training manager Dennis Carnevale.