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Are EVs Losing on Authenticity?

Or are consumers the problem?

Ferruccio Lamborghini saw no need to replicate gas-powered traits in new electric vehicles, saying, “When I miss the sound and the fury, I take refuge in my garage and turn the key in the ignition of my Miura.” Photo by Ralf Roletschek, Wiki Commons; 1967 Lamborghini Miura P400.

Andrey Solin
Wed, 07/17/2024 - 12:02
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Disclaimer: This isn’t meant to be a car review. This is an article on brand authenticity.

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Back in 2021, when Ford was promoting the Mustang Mach-E GT, its high-performance electric vehicle, the company found a way to appeal to potential buyers who somehow missed the sensory appeal of gasoline-powered cars. In a Ford-commissioned survey, one in five drivers responded that the smell of petrol was what they’d miss most in an electric vehicle. So, Ford responded by working with U.K.-based Olfiction to create a fragrance that would smell like petroleum. The result came in the form of a fragrance called “Mach-Eau.”

Upon reading the news, I had mixed feelings. One side of me applauded the car company for a smart marketing vehicle (no pun intended). Yet the other side of me thought, “Hmm… how authentic is it to make your product smell like something it’s not supposed to, by design?” And perhaps more importantly, I wondered, “Will this strategy work in the long term?”

More recent developments with EVs offered some food for thought.

 …

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Comments

Submitted by Rip Stauffer on Wed, 07/17/2024 - 09:34

Roar of Engine, Smell of Gasoline

QD published an article I wrote describing my Tesla experience a few months ago (https://www.qualitydigest.com/inside/customer-care-article/technology-no-substitute-service-041223.html). Long story short - I am a 50s and 60s muscle car fan and ended up buying a Tesla a few years ago, drawn by the exhilarating performance. Although my initial love for the fun experience has since become disillusionment with the company due to their abysmal service, it's still fun to drive...I'm just looking to replace it. 

I thought I would miss the rumble of the engine, and the noise. I was surprised to find that I didn't miss it at all. The seamless acceleration provided by the dual motors in my Model Y was so unique that I immediately loved it. I mean, it just gets up and goes...no jerking around or noise from a transmission.

All due respect to Ford marketing...I would never trust (and certainly never make a business investment based on) a survey that told me that drivers "thought" they would miss the smell of gasoline. I drove (or drove in) gasoline-powered cars for 60+ years...If I smelled gas while I was driving, it either meant that I had spilled some on me when I was refueling, or something was seriously wrong with my engine. 

 

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Submitted by Andrey on Fri, 07/19/2024 - 00:46

In reply to Roar of Engine, Smell of Gasoline by Rip Stauffer

Dear Dr. Stauffer, Rip, …

Dear Dr. Stauffer, Rip,

Read your article; indeed, the dissonance between a decent product offering, and the poor quality of the service provided, can be quite unnerving. To the noises and smells. I agree that the smell of gasoline is rarely a good sign. I often use a taxi service that converted all of their Czech Skodas to natural gas, and believe me, the smell of odorant in the cabin does not make me nostalgic; in fact it leaves me with a sensation that a gas hob in the kitchen was left open :-)

Thank you for sharing your thoughts, and your own experiences behind the wheel!

Yours,

Andrey

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Submitted by Scott H (not verified) on Thu, 07/18/2024 - 05:33

There have been products…

There have been products that emulate other materials for, what, a century or more? Fake wood, fake stone, fake leather, etc., that I think some (most?) people don't even pick up on inauthenticity. That said, when a company really just owns the truth of what they are selling, I have to respect that. Gas-scented fragrances and emulated engine sounds seems so... dorky and cringey - as a consumer, I'd much rather have something honest and simple.

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Submitted by Andrey on Mon, 07/22/2024 - 23:51

In reply to There have been products… by Scott H (not verified)

To Scott H

Dear Scott H. Thank you for your response. That much is true: there are only so many discerning consumers who decry fake materials. I totally agree that when the fact is candidly acknowledged by the seller, it is OK to use those. In most cases, fake wood, leather, or stone are offered as cheap alternatives to the expensive materials. Yet gas-scented fragrances and audio features for engine sounds are add-ons, not replacements. It is almost as if the seller makes amends for not offering you that good old furious muscle car, so he introduces superfluous features to comfort you. It is exactly as you put it: honest and simple, that wins long term. Thank you. Andrey

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