Auto Trader bottle the smell of a new car

By on Tuesday, March 10, 2020

Auto Trader has formulated a four-wheel fragrance to “savour the smell of success” – and it’s not for your car, it’s for you.


Research by the automotive sales company suggests 25 per cent of people relate the aroma of a newly purchased vehicle with a sense of achievement or success.

Within a bottle of Eau de New Car is a blend of notes – “fine leathers, hard wax… and a finish of musk and carpeted aroma” – to recreate the “alluring and inspiring” scent of a new car, be it an Audi A1 or Mercedes-Benz C-class Coupe.

Auto Trader’s Rory Reid said: “Let’s face it – the feeling you get when getting into a brand-new car is unforgettable. There’s little wonder that this is the scent we most associate with success. Why shouldn’t we be able to smell that scent and feel that way all the time?

“Eau de New Car is a scent like no other. It is your own personal spritz of success, to provide an instant, refreshing lift.”

The survey by Auto Trader found those who were thought to be successful commanded more respect in the workplace and reported a correlation between success and an individual’s attractiveness.

The fragrance is available to purchase on its website, with a 50ml bottle priced at £175… success doesn’t come cheap!

Written by: @elliewatkinson7 

Comments are closed.

Get the best creative brand campaigns directly to your inbox, every Friday!

Hide forever...