Home> Industry News> Mercedes-Maybach and BMW Compete for Olfactory Luxury: A Range of Original Fragrance Atomizers Redefine In-Cabin Sensory Experience

Mercedes-Maybach and BMW Compete for Olfactory Luxury: A Range of Original Fragrance Atomizers Redefine In-Cabin Sensory Experience

2025,10,13
As the luxury of car cabins extends from visual and tactile dimensions to the olfactory realm, Mercedes-Benz Maybach and BMW have recently launched a series of new original fragrance atomization system products. Leveraging precision technology and customized scents, these innovations are reshaping the sensory boundaries of high-end travel. From the exclusive agarwood aroma of Maybach to BMW’s scenario-based fragrance matrix, olfaction has emerged as a new battlefield for differentiated competition among luxury automotive brands.​

Mercedes-Maybach: Dual Interpretation of Agarwood and "FREESIDE MOOD"​

The three new fragrance atomizers launched by the Mercedes-Benz camp are all compatible with the original Flacon fragrance system. They feature a core precision atomization technology with a 0.2-micron diameter, which integrates fragrance molecules into the air conditioning cycle through a micro-pump adsorption principle. Equipped with five-level concentration adjustment, these atomizers ensure stable fragrance release for 4 to 6 months without any liquid residue throughout use.​

Among them, the Maybach Agarwood Perfume Atomizer adopts a three-stage fragrance blending process. Its top notes of bergamot and raspberry lay a fresh, crisp foundation, while the middle notes incorporate Spanish frankincense resin and Madagascan vanilla. The base notes—comprising vetiver essential oil and tonka bean—undergo molecular rearrangement at a warm air temperature of 38°C, creating a serene aroma reminiscent of the wood beams in ancient buildings. This atomizer is particularly suitable for Maybach’s entire lineup and executive models such as the Mercedes-Benz S-Class, as its scent naturally complements the in-cabin leather and walnut trim during business receptions.​

For users seeking diverse experiences, the Maybach NO.12 Perfume Atomizer is based on rare woody notes, layered with the aromatic nuances of iris and cedar. In contrast, the Mercedes Flacon Perfume Atomizer with FREESIDE MOOD emphasizes natural scents: the combination of lemon and cedar effectively alleviates driving anxiety, making it ideal for family trips and similar scenarios. All three products support non-destructive installation in Mercedes-Benz models produced after 2018 (including the C-Class, E-Class, and GLC), and have obtained ISC certification to ensure perfect compatibility with the Fragrance Control Unit (FCU), preventing atomizer blockages that may occur with third-party products.​

BMW Ambient Air Series: Precision Layout of Scenario-Based Fragrances​

BMW has simultaneously updated three new products in its Ambient Air fragrance series, continuing its in-depth integration with the original air purification system. While releasing fragrance, these products generate 2 million negative ions per hour via a negative ion module, reducing the in-cabin PM2.5 concentration by 58% within 30 minutes.​

The BMW Ambient Air blue site NO.1 centers on a marine scent, blending the fresh notes of sea salt and sage—ideal for long-distance driving. The BMW Ambient Air blue site NO.2 enhances lavender notes, focusing on soothing and sleep-aiding effects. Meanwhile, the BMW Ambient Air golden site NO.2 adopts a warm blend of amber and sandalwood, paired with the soft base notes of sugarcane and candied fruits, creating a sensory harmony with the luxurious interior of flagship models like the BMW 7 Series.​

All three fragrances feature a plug-and-play design, allowing direct insertion into the fragrance unit in the glove box. They are compatible with BMW models produced after 2015 (such as the 7 Series) and those produced after 2017 (including the 5 Series and 6 Series Gran Turismo). According to official BMW data, each 15ml fragrance cartridge supports approximately 90 days of use and has passed extreme temperature and humidity tests to ensure scent stability under varying climatic conditions.​

Olfactory Luxury: Value Upgrade from Function to Experience​

The intensive product launches by these two major brands mark the evolution of high-end in-car fragrances—from optional accessories to core experience carriers. Unlike ordinary volatile car air fresheners, the original systems use an independent air duct design to physically separate fragrance from air conditioning airflow. Even at maximum output, the impact on air outlet speed is less than 0.2m/s, and the scent only adheres to the air without leaving residues on fabrics.​

As industry experts note, Rolls-Royce previously integrated olfaction into its Bespoke customization system through patented slow-release fragrance technology. Now, Mercedes-Benz and BMW’s new products are further popularizing this experience, transforming car cabins into customizable "mobile fragrance spaces."​
Currently, the aforementioned new products are available through authorized brand dealerships. Mercedes-Benz provides a 24-month independent warranty for its original kits, while BMW offers professional installation and firmware update services to ensure the fragrance system is compatible with the vehicle’s overall warranty policy.​
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