Smell, it is often argued, is the most sensitive and powerful of the five senses, and the one most tied to memory and emotion. According to some studies, it affects 75% of our daily emotions and can influence mood, well-being and pleasure. Smell can also create lasting connections between a brand and its customers. In fact, the perfume industry has been built around this connection. Fragrances are developed to evoke a range of emotions\u2014from desire to vitality and relaxation. After all, who hasn\u2019t been drawn into a caf\u00e9 by the smell of freshly brewed coffee? Car designers are increasingly competing to deliver the perfect car scent in each market. Ford Motor Company says that smell is a crucial aspect of delivering high quality vehicles to customers. \u201cSmell is one of the most important factors when people buy a new car,\u201d says Andy Pan, an engineer who leads Ford\u2019s Asia Pacific odour laboratory. \u201cWe test everything that goes into our vehicles to ensure they look, feel and smell just right. It\u2019s all part of delivering the best customer experience to drivers and passengers.\u201d Ford says that, since 2008, it has been expanding its Asia Pacific odour laboratory in Nanjing, China. Today, the team consists of 18 \u2018super smellers\u2019, who conduct about 300 odour tests each year on materials and components that go into its Asia Pacific vehicles, including in India. No smoking Every year Ford runs an application process to select its team of super smellers in China from across departments within the company and they are asked to judge material samples in 16 jars. \u201cYou can\u2019t smoke or have allergies and sinus issues,\u201d says Mike Feng, a Ford smell tester for four years. \u201cWearing perfume, leather jackets or nail polish is also not allowed, and you shouldn\u2019t use strongly scented shampoo to ensure your senses aren\u2019t compromised.\u201d Different markets Scents don\u2019t smell the same to everyone, so Ford has odour labs in the US, Europe and Asia Pacific to make sure its vehicles appeal to customers all over the world. \u201cLeather is a challenging material as markets respond differently to it,\u201d says Pan. Ford claims that everything used in its vehicles\u2014seat fabric, plastics or carpet\u2014is odour tested, i.e. materials should have an odour that is perceptible, but not disturbing. If anything is deemed too smelly, Ford works with the supplier to remedy the issue or explore other options. To test how a car will smell when it\u2019s mass manufactured, Ford says it tests material samples using simple domestic tools: glass jars and ovens. The material samples are scaled to their relative size in the vehicle and put into the jars, which are heated in an oven to three temperatures: 80, 40, and 23 degrees Celsius. Testers add water to the 40- and 23-degree jars to create humidity. \u201cThe materials used in our cars need to smell the same in any condition, even on a very hot day,\u201d says Pan.