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Lincoln develops 'Essence of Lincoln' showroom aroma

by Drew Johnson

Lincoln is pumping a new perfume into some of its new car showrooms.

Lincoln is hoping to improve its dealership experience not with more free coffee and donuts, but with a new fragrance being pumped through the air vents.

You read that right - Lincoln has teamed with master perfumer Rene Morgenthaler to created an aroma known as "Essence of Lincoln" that is being dispersed via the ventilation system in select Lincoln showrooms. Dealers that haven't yet adopted the aroma system are handing out scent cards to potential buyers.


Although it may sound like a joke, Lincoln is serious about making a connection with shoppers via the new perfume.


"While every sense plays a part in forming a client's perception of an experience, scent has one of the strongest connections to not only memory, but emotion," said Dennis Carnevale, Lincoln experience training manager. "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."


In case you're curious, Essence of Lincoln is "infused top notes of green tea (to encourage a sense of upscale well-being) with undertones of jasmine and tonka (to create a relaxing atmosphere)." The automaker says the result of those ingredients is an aroma that "exudes luxury and warmth."