Lincoln Motor Company for the second week in a row makes our Reality Check, making news this week with another new marketing initiative to revive the brand, Essence Of Lincoln.
Bless their hearts, the folks at Lincoln by now must think I’m bashing on them a little here. Truth be told I want our American brands to succeed, I do. But it seems they get blind with their internal powerpoint presentations and don’t actually see what we see out here.
Case in point this week Lincoln rolled out a new fragrance to be pumped into all of their dealerships, to create a lasting memory for car shoppers.
Called the Essence of Lincoln, the new perfume to regail car shoppers in showrooms has notes of green tea to encourage a sense of upscale well-being. There are also undertones of jasmine and tonka to create a relaxing atmosphere.
Together Lincoln says these form a fragrance that exudes luxury and warmth. Essence of Lincoln is made available on scent cards at Lincoln showrooms and is dispersed through the ventilation system.
You know, I have driven two of Lincoln’s top competitors this week, Lexus and Cadillac. These two brands reinforced their image and created a lasting memory for me with their cars, not a perfume piped into my nose through a ceiling vent.
The Cadillac CTS VSport offered a rich smell of burning rubber and super-heated brake pads that I will always remember it by. These are scents more likely to get me into a dealerships with a checkbook than green-tea and tonka beans. It’s just not that hard people, make some memorable cars.
