Recently I have noticed that luxury cars are entering new markets...like fragrance. We all know that Porsche Design has been doing this for several years with The Essence, The Essence Intense and Summer Ice. But Porsche has always had a design department that created lifestyle products for the Porsche man...or woman. I'm not sure how successful they are in the fragrance ranking, but I can assume it's probably more popular in Asia, the Middle East than in the US and it probably sells well at Duty Free Shops.
But now I hear Mercedes-Benz is launching an exclusive scent for men which includes an eau de toilette, after shave, deodorant and shower and body gel. It is slated to be released in the beginning of 2012 and is obviously named, Mercedes-Benz.
This is not a first in the fragrance category for Mercedes. Mercedes-Benz, the parent company already offers exclusively developed perfumes for the atomisers in its Maybach models and in the Mercedes-Benz S 600 Pullman. However this is a first to be used on the driver, or aspirational driver as well.
And as of today, I hear that BMW is following suite...not exactly as luxe as Mercedes, but with a pretty smart product that is part of their BMW i Future-Forward Intiative. One of the first products in the line up is a Purif-i hand sanitizer. It's pretty genius....how many times have you gotten in or out of the car and feel like you need a little refresher for your hands? You may have been gripping the wheel of your BMW going 100mph down the highway or just picking at some fries you had to stop and get...for the kids of course. Did I mention, this is made purely of herbal extracts and costs less than $20?
It will be interesting to see who else follows in this direction. The car is no longer about the driving experience, it's a whole lifestyle. If you buy into the brand, you want to live the brand - in and out of the car.