Olfiction perfumer Pia Long was commissioned by Ford to create a fragrance to celebrate the launch of the new all-electric Mustang Mach-E GT, for those who “hold a fondness for the evocative smells of traditional petrol cars”.
The Mach-Eau fragrance was created by Olfiction perfumer Pia Long, with ingredients that each add a specific element of the scent’s story. Ford revealed the fragrance this weekend at the Goodwood Festival of Speed, an annual event that attracts petrolheads from across the globe. The scent, which is not available to buy, is part of Ford’s ongoing mission to help dispel myths around electric cars and convince traditional car enthusiasts of the potential of electric vehicles.
Pia’s starting point was to look into the chemicals that are emitted from car interiors, engines and petrol. This included benzaldehyde, which is an almond-like scent given off by car interiors, and para-cresol which is key in creating the rubbery scent of tyres. There were blended with ingredients like blue ginger, lavender, geranium and sandalwood that added metallic, smoky and further rubbery accents, as well as an overdose of Timut pepper, utilising the petrol-like topnote. An ‘animal’ element was also included, to create an impression of horses and underline the Mustang heritage.
In a Ford-commissioned survey, one in five drivers said the smell of petrol is what they’d miss most when swapping to an electric vehicle, with almost 70 per cent claiming they would miss the smell of petrol to some degree. Petrol also ranked as a more popular scent than both wine and cheese, and almost identically to the smell of new books.
The new scent is designed to help usher these drivers into the future of driving through their sense of smell. 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.
“Judging by our survey findings, the sensory appeal of petrol cars is still something drivers are reluctant to give up. The Mach Eau fragrance is designed to give them a hint of that fuel-fragrance they still crave. It should linger long enough for the GT’s performance to make any other doubts vaporise too.”Jay Ward, director, Ford of Europe Product Communications