Network Q Produces 'New Car Scent'

New smell to be piloted in forecourts around the country

The UK's number one used car retailer, Network Q today announced that it has linked up with a leading scentologist to produce a scent that mimics the smell of a new car.

As part of this initiative, Network Q will be piloting the use of the 'new car scents' in a number of Network Q forecourts.

From the end of August, all Network Q cars stocked in participating outlets will be pumped with the new scent when purchased, supported with a new car scent freshener to maintain the smell.

According to Network Q's scentologist Sarah Harrop, who was involved in the development of the new scent: "We've been pre-conditioned to have certain assumptions of what a car should smell like when we drive off in it for the very first time. In the short space of time in which a person decides whether they like the car, the smell plays a big part in whether they 'bond' with the vehicle and can be a small but important factor when it comes to buying."

According to Stuart Sims from Network Q, "Feedback we've had from sales teams up and down the country shows that customers understand the rational benefits of buying a quality used car from Network Q and the peace of mind that we offer through our 114 point check.

"However, we also realise how important the emotional benefits are. Even though it's purely psychological, many of our customers claim they preferred the special smell you get when a car is new. Given that it's an influential factor in the driving and buying experience for some buyers, we've decided to try out the new scent in selected forecourts to assess customer reactions, after which we'll consider rolling it out nationwide."

Published 12 August 2004 Melanie Carter

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