Lincoln Finds China Doesn't Like New Car Smell

Many American consumers treasure the smell that comes with their new car, even going so far as to purchase air fresheners loaded with the appeasing scent. When it comes to consumers in China, there's a cultural divide that Lincoln has come to understand and manage. Interestingly enough, Chinese car buyers absolutely abhor the new car smell, requiring the luxury brand to get creative with removing it altogether.

The new car smell you find in vehicles at dealer lots in the United States and elsewhere in the world stems from a variety of different sources. A mixture of scents emanate from the leather, plastics and adhesives used in the assembly process for the interior. The culmination of which creates the familiar aroma that some consumers crave and others find absolutely repulsive. Lincoln says the company has worked hard to understand the distinct smell and how to manage it.

When shipping vehicles to China, Lincoln now takes specific precautions: Workers place a canister that contains carbon sheets in each interior. The material actually soaks up the smell, serving the same function as an odor eater in old shoes. When the long sea voyage is complete, there's no trace of a "new car scent," meaning the vehicles are ready for Chinese shoppers.

Dealing with an international body of consumers means Lincoln must understand and cater to cultural differences. Considering the size and rate of growth of Chinese car sales, this is one area of the world the luxury brand can't afford to misunderstand.

As part of its efforts to appeal to the unique preferences of Chinese car shoppers and vehicle owners, Lincoln has crafted a program it calls "The Lincoln Way." One big difference between Lincoln dealerships in China and the United States is atmosphere. In China, a host greets visitors and introduces them to a product specialist, who knows all about the different products and accompanies the buyers through the entire purchasing process. Instead of the showroom look and feel American consumers anticipate, the brand puts forth a homier vibe inside its retail locations. Absent are any traditionally cold aesthetics; these are replaced by an inviting décor that evokes the feeling of a living room rather than a large building where cars reside. The experience is geared not only at shoppers but also their families, who usually tag along for the experience. Visitors can learn more about the Lincoln brand and its products through interactive LED televisions, relax in luxury on comfortable couches, and refresh themselves with a variety of exquisite teas. It’s clear that in China, Lincoln places the emphasis more on the human experience and less on showcasing its vehicles.

How car owners spend their time in Lincoln dealerships has also been altered. Instead of waiting in a room with CNN playing in the background and a stack of magazines to look through, customers can actually watch as technicians work on their car. The brand discovered that Chinese consumers are distrustful of dealer repairs, which fueled the push for transparency. If a vehicle owner must go elsewhere but still wants to check in on the work, the employees give him a password that allows remote access to a live video feed. The customer can track any progress using a smartphone, tablet or computer, all in the name of convenience and trust.

Another big component of "The Lincoln Way" involves providing a personalized experience every time a vehicle owner visits a dealership. Sometimes in the United States consumers call ahead or go online to make a service appointment, but the luxury brand does one better in China; every model has a device that can communicate with the different retail locations, notifying employees in advance when the owner is arriving. That information gives the workers enough time to reference the customer's information and service history, plus be ready at the door with a personal greeting.

Even the Lincoln vehicle itself is different in China. Unlike shoppers in the United States, most consumers in China purchase a car but do not drive it themselves. Instead, they hire a driver and ride in the backseat, making that area of the interior a focal point of design. Amongst the differences to the vehicles are improved rear-seat contouring and additional rear controls, with the aim of appealing to consumers.

The small strategies like eliminating the subjectively off-putting new car smell from vehicles and designing dealerships to be more like a home away from home are helping Lincoln’s foray into China. The brand entered the market later than many of its competitors, returning in 1997 after a decades-long hiatus. Currently Lincoln has nine dealerships in the country. An additional 16 are opening in 2015, demonstrating impressive growth, of which the company hopes will only continue.

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