Press release

Auto Trader launched its first fragrance: Eau de New Car

The scent combines notes of fine leather and hard wax for that new car smell

  • Former-Top Gear presenter and motoring expert, Rory Reid, fronts advert promoting the perfume
  • The fragrance is exclusively available to buy on Auto Trader for £175

FROM Shiseido’s Zen (containing rose petals from space) to Demeter’s Dirt, perfumes often mimic unusual scents, but Auto Trader is taking this to the next level – with a perfume that smells like brand-new cars.

Auto Trader: Eau de New Car is the first fragrance released by the UK’s largest digital marketplace for new and used cars, and true to form has been expertly crafted to replicate the alluring and inspiring smell of a new vehicle, in what is described as a ‘purifying’ fragrance.

The scent blends notes of fine leathers and hard wax from the most premium of vehicles, culminating in a finish of musk and carpeted aroma.

Designed to recreate the heady emotion of the first journey in a new car, the scent culminates in a finish of musk and carpeted aroma.

The launch comes following research Auto Trader carried out into British consumers’ attitudes towards success, which found that the scent of a new car is the smell we are most likely to associate with success, with 1 in 4 British adults feeling this way. 

The research also revealed how those who are deemed to be successful are more likely to be respected in the workplace and be considered attractive.

The fragrance has therefore been dubbed ‘success in a bottle’, as it allows consumers to spritz on a whiff of success whenever they need a lift.

However, much like hard-earned success, this eau de parfum does not come cheap - a 50ml bottle comes at a price of £175.

Auto Trader’s Rory Reid comments: “When our research found that the scent of a new car is the one which people are most likely to associate with success, we couldn’t resist creating a bespoke fragrance which brings this to life.

“Let’s face it - the feeling you get when getting into a brand-new car is unforgettable. From the shine of the metal, smoothness of the leather and the sense of pride you get taking it out for a spin for the first time – there’s little wonder that this is the scent we most associate with success. Why shouldn’t we be able to smell that scent and feel that way all the time?

Reid continues: “With Eau de New Car, we decided to create something truly unique. A product that was designed only for the bold; for the true lovers of all things motoring; and for those who won’t settle for anything less than success. Eau de New Car is a scent like no other. It is your own personal spritz of success, to provide an instant, refreshing lift.”

The perfume has been launched in a slick new advert featuring motoring expert and former Top Gear presenter, Rory Reid, which is airing via online media over the next couple of weeks.

Those who haven’t got a cool £175 to spend on a perfume but are quick will also have the chance to smell the scent themselves free of charge, as Auto Trader has released scented posters in Manchester, UK, to mark the launch.

The limited-edition Auto Trader: Eau de New Car fragrance is exclusively available to purchase on the Auto Trader website at www.autotrader.co.uk/eau-de-new-car while stocks last.

For more information and to buy Auto Trader: Eau de New Car, visit: www.autotrader.co.uk/eau-de-new-car.

For help finding a great deal on your next new car, visit: www.autotrader.co.uk/new-cars

Auto Trader is the UK’s largest digital marketplace for new and used cars.

- ENDS-

NOTES TO EDITORS

About Auto Trader

Auto Trader Group plc is the UK and Ireland's largest digital automotive marketplace. Auto Trader sits at the heart of the UK's vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster. Auto Trader listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index.

The marketplace brings together the largest and most engaged consumer audience. Auto Trader has over 90% prompted brand awareness and attracts circa 50 million monthly cross platform visits each month, with over 70% of visits coming through mobile devices.

The marketplace also has the largest pool of vehicle sellers (listing around 450,000 cars each day). Around 80% of UK automotive retailers advertise on autotrader.co.uk.

For more information, please visit http://about-us.autotrader.co.uk

As #cardealers re-opened their showrooms on Monday we saw the highest day for new car leads since we launched the new car platform. To find out more about #advertising your #newcars with us, email brandnew@autotrader.co.uk https://t.co/ke5xKYmGME
That's it for this week's webinar. Thanks to our guest @mikejonesase for joining us once again and be sure to register for next week's webinar at https://t.co/NiN0Kwzkit https://t.co/9pwRYEnOJa
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Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

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