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29 Jan 2010 13:43
Never mind the car – I’ll take the smell
As car sales fall - sales of the smell of a new car are rising. Recent figures from Halfords show a boom in an air freshener that makes old bangers smell like a new car. It seems motorists are opting to spend a few pounds on air freshener rather than thousands on a new car, to get that showroom sensation.
Called New Car Air Freshener – it gives off a scent that mimics the smell of a new car. The top-secret formulation was developed in the US and uses the air-bourne chemicals emitted by polished leather, new plastic, walnut and upholstery. The chemicals are made artificially and can recreate the showroom sensation without having to spend thousands - cheaper than a brand new Porsche and cheaper even than a valet service.
“Our customers tell us how much they love the sensation of a new car and that smell is one of the most important components. Unfortunately many can’t afford a new car but for a few pounds with our scent they can live the dream every time they drive,’ says Maria Dufficey, car accessories expert at Halfords. “It has become our top selling line.”
Lisa Hipgrave, The British Fragrance Association’s director explains: “Smell is one of our most powerful senses. It is very closely linked to the brain and provokes a very emotional responses - often linked to a memory.”
“The new car smell triggers feelings of well being and can conjure up thoughts of a happy childhood - like a trip in the back of Dad’s new car. Also, many people feel an enormous sense of achievement when they buy a new car and so the smell can be linked to feelings of success and well being.”
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The Group is the UK’s leading retailer of automotive, leisure and cycling products and through Nationwide Autocentres is also the UK’s leading independent car servicing and repair operator.
Halfords employs approximately 11,000 staff and sells over 12,000 different product lines with significant ranges in car parts, cycles, in-car technology, child seats, roof boxes, outdoor leisure and camping equipment. Halfords own brands include the in-store Bikehut department, for cycles and cycling accessories, Apollo and Carrera cycles and exclusive UK distribution rights of the premium ranged Boardman cycles and accessories. In outdoor leisure, we sell a premium range of camping equipment, branded URBAN Escape. Halfords offers customers expert advice and a fitting service called "wefit" for car parts, child seats, satellite navigation and in-car entertainment systems, and a “werepair” service for cycles
Halfords customers shop at 469 stores in the UK and abroad and at Halfords.com for direct home delivery or pick-up at their local store. Nationwide Autocentres operates from 224 sites nationally and offers motorists dealership quality MOTs, repairs and car servicing at affordable prices.