Luxury In-Car Fragrance Market Upgrades Again: Maybach and BMW Launch Multiple Atomizer New Products

2025,11,24

Against the backdrop of the promising industry forecast that China's in-Car Fragrance system market scale is expected to exceed 5 billion yuan by 2030, two luxury automotive brands, Mercedes-Maybach and BMW, have simultaneously intensified their layout in the in-car fragrance track, launching a series of high-end atomized fragrance products compatible with original factory systems, which has attracted widespread attention in the industry. Among them, the Maybach lineup has newly unveiled three masterpieces: Maybach NO.12 Perfume Atomizer for Mercedes-Benz Flacon, Mercedes Flacon Perfume Atomizer with FREESIDE MOOD, and Maybach Agarwood Perfume Atomizer for Mercedes-Benz Flacon, while BMW has introduced three new products in the BMW Ambient Air series: BMW Ambient Air blue site NO.1, BMW Ambient Air blue site NO.2, and BMW Ambient Air golden site NO.2. Together, they are promoting the transformation of in-car fragrances from basic aromatic functions to intelligent scenario-based experiences.

As a high-end sub-brand of Mercedes-Benz, the three new fragrance atomizers launched by Maybach are deeply compatible with Mercedes-Benz's Air Balance system, continuing the brand's pursuit of ultimate luxurious olfactory experiences. Maybach Agarwood Perfume Atomizer for Mercedes-Benz Flacon selects rare agarwood raw materials and uses two-fluid atomization technology to convert essential oils into nano-sized particles, creating a long-lasting and non-sticky fragrance environment in the car, which echoes the current industry trend of integrating natural fragrances with synthetic biotechnology. Maybach NO.12 Perfume Atomizer for Mercedes-Benz Flacon features an exclusive fragrance formula tailored for business scenarios, while Mercedes Flacon Perfume Atomizer with FREESIDE MOOD focuses on a fresh marine scent, inspired by the sea salt and woody fragrance combination of Maybach special edition models, bringing drivers and passengers an open and transparent olfactory experience. All three products are packaged in 15ml glass containers, perfectly matching all Mercedes-Benz models equipped with the Air Balance package, further enriching the personalized choices for high-end users.

On the BMW side, the new BMW Ambient Air series fragrance cartridges focus on the scenario-based needs of smart cockpits. The three new products—BMW Ambient Air blue site NO.1, BMW Ambient Air blue site NO.2, and BMW Ambient Air golden site NO.2—are all specially designed for BMW's original Ambient Air fragrance system, enabling aroma intensity adjustment and scenario linkage through the iDrive system. Among them, the two blue site series products continue BMW's iconic fresh fragrance formula, incorporating natural scents of mint and moss, complementing the previously launched Green Suite series.

BMW Ambient Air golden site NO.2 adopts a warm woody scent, suitable for scenarios such as business reception and long-distance driving. It uses ionization technology to purify suspended particles in the car while emitting fragrance, achieving dual effects of aroma and health. It is reported that the new series can be directly inserted into the fragrance diffusion unit in the vehicle's glove box, supporting linkage control with seat massage and ambient lighting, and has become an important part of BMW's smart cockpit.

Industry analysts point out that the intensive launch of new products by the two luxury brands reflects the structural transformation of the in-car fragrance market. Data shows that in 2023, the installation rate of fragrance systems in high-end models above 300,000 yuan in China has reached 65%, and intelligent fragrance modules are becoming the third major value-added highlight of in-car experiences after audio systems and seats. The new products of Maybach and BMW all adopt original factory-compatible designs, avoiding compatibility issues of after-market products, while integrating core technologies such as natural fragrances and intelligent control, which align with users' triple demands for health, personalization, and scenarioization under consumption upgrading. It is worth noting that Mercedes-Benz has previously established a long-term cooperation with Give Back Beauty, which is fully responsible for the R&D and production of fragrances for its affiliated brands, while BMW adheres to original factory parts standards and prohibits unauthorized refilling of fragrance cartridges to ensure the safe operation of the system. The rigorous layout of the two brands has set a quality benchmark for the industry.

With the improvement of new energy vehicle penetration and the innovation of smart cockpit technology, in-car fragrances are evolving from optional configurations to standard features. In the future, intelligent fragrance systems with temperature and humidity sensing and biological indicator linkage will become the focus of competition. The series of atomized new products launched by Maybach and BMW this time not only complete the market coverage of designated fragrances but also promote the industry towards a new dimension of "olfactory interaction" through technological innovation, injecting strong momentum into the sustained growth of the luxury in-car fragrance market.

Author:

Mr. pengbo

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