Carmakers Mine the “Scent Track”: Custom Fragrances Become the New Premium Highlight for Luxury Brands

2026,01,23

Market Trends
Following ambient lighting and audio systems, in‑car fragrances are emerging as the next battleground for luxury brands to define the cabin experience. Recently, several high‑end automotive accessory suppliers have rolled out fragrance systems tailored for specific vehicle models, signaling that this once‑niche market is entering a new phase of branding and customization.

Deep Differentiation in Product Portfolios
Take the Mercedes‑Benz ecosystem as an example. The Mercedes Flacon Perfume Atomizer series uses the FREESIDE MOOD intelligent mood‑adjustment algorithm to automatically switch fragrance intensity and scent profile based on the driving mode. Meanwhile, the Maybach NO.12 Perfume Atomizer for Mercedes‑Benz Flacon and Maybach Agarwood Perfume Atomizer for Mercedes‑Benz Flacon, developed exclusively for Maybach users, employ rare‑spice extraction techniques. The agarwood variant even incorporates a metal atomizer with a sandalwood‑like grain, turning the accessory itself into a piece of in‑car decorative art.

The BMW lineup, on the other hand, expands its product range through scenario‑based tiering. The newly launched BMW Ambient Air blue site NO.1 (ocean‑fresh) and BMW Ambient Air blue site NO.2 (cedar and amber) form a “fresh‑scent twin” pair, while BMW Ambient Air golden site NO.2—with its fusion of myrrh and leather—targets business scenarios. This “site‑numbering” system suggests that the brand is building a modular fragrance solution that can be used in combination.

Emerging Technology Integration
Industry analysts point out that premium fragrance systems are evolving along three main paths:
Ecosystem Integration: Deep integration with the vehicle’s air‑conditioning system via proprietary interfaces, with some products requiring adjustments to fragrance intensity through the original infotainment screen.

Data‑Driven Adjustment: Collecting data such as vehicle speed and ambient air quality to automatically trigger modes like “high‑speed alertness” or “congestion purification.”

Subscription‑Model Penetration: Some brands are experimenting with a “base unit + fragrance‑capsule subscription” model to create a recurring revenue stream.

Supply Chain Upgrade Challenges
Notably, such highly customized products place unique demands on the supply chain. A representative from a contract manufacturer revealed: “Producing atomizers for the Mercedes‑Benz Flacon requires meeting automotive‑grade vibration‑testing standards, which are completely different from traditional cosmetics‑grade production lines.” Currently, the yield rate for top‑tier fragrance cores remains around 65%, limiting the speed of capacity expansion.

Future Outlook
As new‑energy brands such as NIO and Li Auto begin equipping fragrance systems as standard, market competition is spreading downward from luxury vehicles. Industry insiders predict that the factory‑certified fragrance market will exceed 3 billion yuan in 2024, with customized refills accounting for an estimated 40%. Looking ahead, “emotion‑responsive fragrances” integrated with biosensing technology may become the industry’s next key breakthrough.

“This is no longer just about scent,” said a brand experience director. “It’s about creating a unique olfactory memory that extends brand recognition from the visual and tactile dimensions to the sense of smell.” When drivers begin to define their cabin through a specific aroma, this dependency will build a new kind of brand moat.

Author:

Mr. pengbo

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