MG Motors partners with Aerome for custom vehicle and showroom fragrances

MG Motors has partnered with ambient scenting company Aerome to develop custom fragrances for its upcoming vehicles and select showrooms, the companies announced. The collaboration will initially focus on MG's new Cyberster and M9 models, as well as the recently launched MG Select premium retail outlets.

Aerome has created three distinct scents as part of this initiative: Amber Trail for MG Select showrooms and service centers, Forest Trails for the Cyberster model, and Ethereal Glow for the M9. The fragrances will be integrated into the vehicles and retail spaces to create a consistent brand experience.

The partnership aligns with MG Select's launch as a dedicated luxury retail channel, complete with its own brand identity and customer touchpoints. The new retail format emphasizes minimalist design and technology integration, according to company statements.

"A bespoke fragrance creates a lasting and distinctive sensory experience for discerning buyers," said Rishi Chhabaria, Managing Director and Founder of Aerome. He emphasized that the scents were developed using sustainable materials to match MG's focus on environmental consciousness.

MG Motors, which entered the Indian market in 2019, has been expanding its premium vehicle portfolio to compete with established luxury car brands. The company has consistently emphasized technology and innovation in its product strategy, with the Cyberster marking its entry into the electric sports car segment.

This type of sensory branding has become increasingly common in the luxury automotive sector, with several manufacturers developing signature scents for their vehicles and showrooms to enhance brand recognition and customer experience.