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Ford Motor Company Ventures into Fragrance

Mach-Eau is a mock fragrance designed to highlight electric cars.

Ford has created a fragrance in honor of their new all-electric Mustang Mach-E GT. The fragrance is marketed to those who want to use the all-electric vehicle, yet still hold a fondness for the smells of traditional petrol cars.

The fragrance, called Mach-Eau, fuses smoky accords, aspects of rubber and even an ‘animal’ element to give a nod to the Mustang heritage. Ford revealed the fragrance at the Goodwood Festival of Speed, an annual attracting petrol heads from across the globe. The scent 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, but it is not available to buy.

“Judging by our survey findings, the sensory appeal of petrol cars is still something drivers are reluctant to give up,” says Jay Ward, director, Ford of Europe Product Communications. “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 vaporize too.”

The Mach-Eau fragrance was created by fragrance consultancy Olfiction, with ingredients that each add a specific element of the scent’s story. Pia Long, associate perfumer in the British Society of Perfumers, was instrumental in its inception.

Her starting point was to investigate 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 tires. These were blended with ingredients like blue ginger, lavender, geranium and sandalwood that added metallic, smoky and further rubbery accents. An ‘animal’ element was also included, giving an impression of horses to underline the Mustang heritage.

Mach-Eau is not available for sale. However, The Ford Mustang Mach-E GT is available to order online now.

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