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Mercedes-Maybach Launches Custom Atomizers, BMW Expands Ambient Air Series

2025,09,24
The 2025 in-Car Fragrance sector has witnessed dual breakthroughs in technology and products. Mercedes-Benz and BMW have recently stepped up their high-end market layout simultaneously: the former has launched three customized fragrance atomization devices for Maybach and Mercedes-Benz's core models, while the latter has expanded the fragrance matrix of its Ambient Air series, redefining the luxury cockpit ecosystem through scenario-based olfactory experiences.​

Mercedes-Maybach: An Atomizer Family Blending Traditional Craftsmanship and Technology​
The Maybach NO.12 Perfume Atomizer for Mercedes-Benz Flacon, the key product launched by Mercedes-Benz this time, has become the core component of the "Energizing Comfort" function in the Maybach S-Class. Equipped with 0.2-micron atomization technology, this atomizer connects with the air conditioning system via a modular generator in the front passenger glove box. Combined with ambient lights such as the "Taiye Qiufeng" (Autumn Breeze over Taiye Pond) mode, it enables synchronous immersion of smell and vision. Tests show that the fragrance molecules it releases can evenly cover the entire vehicle interior within 3 minutes and 15 seconds. With microcapsule sustained-release technology, a 15ml bottle can last for approximately 150 hours.​

To cater to the differences between business and family scenarios, Mercedes-Benz has simultaneously
Launched the Mercedes Flacon Perfume Atomizer with FREESIDE MOOD and Maybach Agarwood Perfume Atomizer for Mercedes-Benz Flacon. The former, based on a marine fragrance note, is compatible with the 2.8mm anti-condensation delivery pipeline of models such as the C-Class and E-Class, and can neutralize leather odors within 30 seconds. The latter integrates agarwood and amber notes into 0.5-micron atomized particles; when the seat heating function is activated, the diffusion efficiency of its base notes can be increased by 17%, creating a unique olfactory resonance with NAPPA leather. All three atomizers support three-level concentration adjustment and achieve protocol matching through Mercedes-Benz's STAR Diagnosis System, ensuring the "fragrance lingers in the car but not on the body" experience.​

BMW Ambient Air Series: Expansion of Scenario-Based Fragrance Matrix​
BMW has focused on upgrading its existing system, adding three new fragrances: BMW Ambient Air blue site NO.1, BMW Ambient Air blue site NO.2, and BMW Ambient Air golden site NO.2. According to BMW's technical team, the blue site series features a compound fragrance of marine and woody notes. Among them, NO.1 is suitable for urban commuting scenarios and can alleviate driving fatigue through the synergy of negative ions; NO.2 enhances the citrus top note, specifically designed for long-distance self-driving. golden site NO.2, with amber and cedar as the main notes, is suitable for business scenarios of flagship models such as the 7 Series. Its fragrance can last for more than 8 hours, meeting the professional needs of corporate concierge fleets.​

Market: Personalization and Intelligence Become Core Competitiveness​
Industry data shows that 72% of luxury car consumers have included fragrance systems as a core consideration when purchasing a car, and 58% of people under 35 tend to choose fragrances based on scenarios. The product layouts of the two automotive giants precisely align with this trend: Mercedes-Benz supports customization of over 40 parameters through NFC programming devices, while BMW links new fragrances with driving modes to enable one-click switching between "sports-business-leisure" scenarios.​

An analyst from Bain & Company pointed out that with products such as the Maybach NO.12 driving the popularization of atomization technology, coupled with the scenario-based coverage of BMW's Ambient Air series, the global high-end in-car fragrance market is expected to exceed 1.2 billion yuan in 2025, maintaining a high compound annual growth rate of 22.3%.​

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