Ford Launches Petrol-Scented Air Freshener to Appease Nostalgic EV Owners

Automologist MAC thinks that this idea stinks.


With very little fanfare, Ford Motor Company has launched a new petrol-scented fragrance they are calling “Mach-Eau” and are targeting nostalgic owners of the soon to be launched Mach-E GT, their first fully electrified and supposedly sporty variant of the much-loved Mustang.

No, and unlike the disaster-level attempt by Germany’s VW at humour when they ‘re-launched’ their company as “Volts-Wagen” on April 1st, this ain’t no joke.

The petrol-pong will be launched as a ‘premium fragrance’ for all of those hemp-trouser-wearing purchasers who desire the performance of the allegedly sporty Mustang Mach-E and yet would like to have the waft of petrol smells that one would associate with a proper car…..sorry, I mean, a traditional car.

Ford is obviously betting on some drivers missing the stink of getting into their car after they have just fuelled the tank and being met with a sometimes eye-watering stink of fuel. I am a petrolhead and that is one experience that I don’t think I will ever feel nostalgic about. But Ford thinks that some of you will miss it so much you will shell out for the fragrance.

In a press release, Ford seems to think that they are onto something and of course it is more than just petrol. The communique actually stated: “Rather than just smelling like petrol though, Mach-Eau is designed to please the nose of any wearer; a high-end fragrance that fuses smoky accords, aspects of rubber and even an ‘animal’ element to give a nod to the Mustang heritage.”

Now, before you reach for the waste paper basket to be sick, a recent survey conducted by Ford found that at least seventy percent of drivers of new EVs missed the smell of a conventional car, with more drivers ranking the smell of petrol higher than cheese or wine and on the same level as new books!

I am not convinced that the average EV driver gives a hoot about the smell of petrol in the cockpit yet alone the odd whiff of exhaust fumes. The whole thing sounds a little bit like lies, damned lies and statistics to me or at least sample bias. However, the company did launch the fragrance in the UK at the world-renown Goodwood Festival of Speed where petrolheads can still be petrolheads and gas guzzlers are celebrated as if the Titanic had never hit the iceberg.

To me, I just have to wonder precisely what was in the pipe that the Ford marketing team were smoking.

No comments yet! You be the first to comment.

Your email address will not be published. Required fields are marked *