Ford starts bottling that new car smell to spray in used cars

We all know smell is the most associative sense—we connect memories to smells more than any other sensation. An art collective recently made an Apple cologne for those who want to smell like a just-opened MacBook. And now Ford in Spain has recreated and bottled that “new car smell” to spray on the used cars it’s selling.

Aptly titled “Smells New,” the perfume was created to recapture that factory-fresh mix of rubber and foam that gives a brand new car its sense of unbridled promise. This is a smart move in Spain, where the 20%-plus unemployment rate probably prevents most people from buying brand new cars.

“Now all our used cars were impregnated with this smell,” says the video. Language barrier aside, I’m willing to bet the smell actually helps sell cars.