Lincoln tries to hide the old people smell with new dealership perfume

Essence of Lincoln fragrance
Essence of Lincoln fragrance

Has hints of green tea, jasmine and tonka

Lincoln has announced some of their dealerships will feature an original scent called the "Essence of Lincoln."

Designed to be dispersed through the ventilation system, the Essence of Lincoln is a fragrance that has hints of green tea, jasmine and tonka. The company says the scent exudes "luxury and warmth" and will help to create an "upscale, relaxing showroom experience." The scent should also mask the 'old people smell' as Lincoln has one of the highest average owner ages in the industry.

While the Essence of Lincoln might sound crazy, Lincoln experience training manager Dennis Carnevale says it's "a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand.”

Source: Lincoln
Published Aug 14th, 2014 11:20pm By Michael Gauthier
Posted in:


  • 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.

Essence of Lincoln
“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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Comments (15)

MichaelMarinsky MichaelMarinsky
"a fragrance that has hints of green tea, jasmine and tonka." Don't forget the benzene. Tonka will bring back memories of childhood.
Sep 4th, 2014 2:16am
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sensei sensei
One thing Lincoln can do is to check out how any dealership here in Japan treats people who come in to look around. If you buy a car or get your car worked on, the service is unlike anything you currently get in the US.
Aug 17th, 2014 5:17pm
0 0
customers 50+ ages can have mixed reactions.
Aug 15th, 2014 11:45am
1 3
revinp revinp
They know what there clients smell like but dont know how to name there cars properly ehh? Built a new Town Car and they will definitely be back in the game.
Aug 15th, 2014 3:49am
2 1
tuga tuga
It's actually not that crazy. Smell is a very powerful sense, deeply associated with the formation of memories, for example. Not saying they'll be able to pull this off, just that... it's not that crazy.
Aug 15th, 2014 1:08am
4 3
mphillips12000 mphillips12000
The lingering scent of resignation and disappointment...
Aug 15th, 2014 12:13am
5 1
NYyanks NYyanks
Well at least they admit to knowing their market, I suppose...
Aug 15th, 2014 12:10am
3 1
Alfa_Tifoso Alfa_Tifoso
Problem with Lincoln is that with MKZ for example it's not real Lincoln, something missing, like style,RWD. Even if some day under new Ford boss Lincoln gets RWD platforms, I think main issue is design. Cadillac has done nice job with their new cars, if you look at new CTS or especially Ciel, those cars are instantly recognized as a Cadillac. So back to drawing table dear Lincoln, with money,time and good vision and design you can bring Lincoln back. If not then I'm afraid it's over.
Aug 15th, 2014 12:10am
1 1
HermanCampbell HermanCampbell
See I dont see anything wrong with the looks of the MKZ or MKC.The problem is they were neglected too long and it's going to take time to turn them around. As an enthusiast I'd love them to go RWD, but that is necessary to be successful just look at Audi.
Aug 15th, 2014 12:43am
1 1
hms88 hms88
get the town car back;(
Aug 14th, 2014 11:37pm
7 0
HermanCampbell HermanCampbell
I'd like to see a towncar-esque car. They need a flagship vehicle.
Aug 14th, 2014 11:50pm
3 1
hms88 hms88
why did they stop the panther shaped vehicles? its sooo sad!
Aug 16th, 2014 11:10pm
0 0
HermanCampbell HermanCampbell
Panther platform was killed of due to being to expensive to update. The platform originally debuted back in the early 70's, it had a good run. I honestly do think Lincoln will come out with a large Towncar size model in the next few years, but I dont think it will be RWD.
Aug 19th, 2014 4:28pm
0 1
benzboy benzboy
During my brief tenure in the Fleet Rental car business, LOL The Lincoln Town Cars save the day many a time, when families of 5 would come in and they brought luggage for 8 to 10 That rolling boat saved the day!!!
Aug 15th, 2014 2:25am
2 3
HermanCampbell HermanCampbell
Gotta admit Lincoln is trying to make their dealer experience unique.
Aug 14th, 2014 11:28pm
3 2