Lincoln has a scent. But unlike those from Mustang, Lamborghini or even Shark by Tara, you can't buy it and you have to visit a Lincoln dealership to inhale its notes of jasmine hedione, mate tea leaves and tonka beans. Essence of Lincoln - that's what it's called - is being piped through the ventilation systems at some showrooms to help "create an emotional connection between the luxury brand and its customers," and olfactorily promote the idea of "luxury and warmth." Where it's not run through the ducts, visitors can sample it on scent cards.

Master perfumer Rene Morgenthaler worked with aroma house SensoryMax to design Essence of Lincoln. Also including traces of Earl Grey bergamot and green tea, whenever you encounter it you're meant to enjoy "a feeling of belonging to an exclusive, forward-thinking group that values style and success." And then buy an MKC. There's a press release below with details and an image to explain more, if you're still having a little trouble smelling the orange blossoms.
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Lincoln Engages Customers with Original Showroom Scent 'Essence of Lincoln'

- Essence of Lincoln, The Lincoln Motor Company's original showroom scent, reinforces Lincoln brand identity of luxury and warmth
- Designed by aroma marketing leader SensoryMax with guidance from master perfumer Rene Morgenthaler, Essence of Lincoln recently earned 2014 Harold Vogt Scent Marketer of the Year award
- Scent cards available at Lincoln dealerships nationwide; some dealers disperse Essence of Lincoln through showroom ventilation system


The Lincoln Motor Company, hoping to create an emotional connection between the luxury brand and consumers, recently unveiled Essence of Lincoln, an original scent designed to create an upscale, relaxing showroom experience.

Visitors to select Lincoln dealerships across the country will experience Essence of Lincoln, an award-winning scent created by master perfumer Rene Morgenthaler for aroma marketing leader SensoryMax. Morgenthaler helped develop various successful scents, including Polo Extreme by Ralph Lauren, Sheer Obsession by Calvin Klein and Elizabeth Taylor's Passion for Men.

In Essence of Lincoln, Morgenthaler 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). Together they form a fragrance that exudes luxury and warmth.

"Perfumers are memory makers," Morgenthaler said. "The sense of smell is very closely connected with a person's overall perceptions of an experience."

Because the sense of smell is so closely tied to memory, Essence of Lincoln reinforces Lincoln's brand identity when a consumer encounters it again.

"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."

Essence of Lincoln is made available on scent cards at Lincoln showrooms nationwide. In others, the scent is dispersed through the facility's ventilation system. Pompano Lincoln in Pompano Beach, Florida, has been using Essence of Lincoln in its showroom's ventilation system for almost a year, and customer reaction has been very positive.

"We've gotten a lot of good feedback about it, both from customers and employees," said Tony Guerrera, general sales manager of Pompano Beach Lincoln. "It's a great scent. They really did an excellent job creating it."


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  • 27 Comments
      express2day
      • 4 Months Ago

      This is done by a variety of premium brand businesses and is just one more, minor in this case, thing Lincoln is doing to try to improve the customer experience at showrooms.

      Luxury car brands today are frequently looking at what high end retailers, hotel chains, etc. are doing to enhance their customers' experiences and are trying to apply some of these things to dealership experiences.  Nothing wrong with that.

      cxv
      • 4 Months Ago

      After detaching from the PAG brands I would have assume that investment to make Lincoln a first rate luxury car not only makes sense but was priority.  Look at TATA how much they have improved LRJ and keep on investing in the business.  Same with the owners of Volvo.  This is old Detroit mentality sneaking in and a false sense of their place as a brand and a company. 

      That Guy
      • 4 Months Ago

      Stop laughing people! No really, this is far easier than building desirable vehicles that people actually want to buy.

      But really, it should be called "Ode A LA Rebadge".....that would be far more fitting. 

      SKINNYwithNOfood
      • 4 Months Ago

      Please redesign the Mks and make it rwd. Then redesign the Mkz and make it smaller and also rwd. Then get to work on a sports coupe that will be based on the mustang and price it against the Q60. Now then work on an entry level luxury vehicle and use the focus as a base. Once you make enough money, then lincoln, you can start looking at reviving the flagship sedan called the Continental.

      S C
      • 4 Months Ago

      Last time my MKX was in for service, they washed it and placed a "scent card" in the vehicle....nice touch! I am really enjoying my Lincoln experience...

      Scott C. Anderson
      • 4 Months Ago

      To quote President Business of the LEGO movie .."What a bunch of hippy, dippy....BALONEY!"   .. Hey Lincoln.. How about a REAL CAR!  Been awaiting a nice 4 place convertible with suicide doors for... Ohh.. Three decades now

      tenspeeder
      • 4 Months Ago

      'Lincoln has  a scent'    Just too easy to comment on that one!

      Kimura
      • 4 Months Ago

      How about instead of perfume Lincoln builds cars that are more than tarted up Fords? Then people might make an emotional connection. That dealship looks nice though.

      Scott C. Anderson
      • 4 Months Ago

      Ode de rigor mortis

      Brent Booth
      • 4 Months Ago

      Pop on down to Shady Pines Retirement Village for a preview.

      gtv4rudy
      • 4 Months Ago

      There must be a better way to get rid of those old farts from their showrooms..

        yonomo200
        • 4 Months Ago
        @gtv4rudy

        Okay, that was funny. But I still gave you a thumbs down.

      Bernard
      • 4 Months Ago
      Interestly enough, if you visit your local hospital you'll find that the geriatric ward has that exact same odor...
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