In China, Ford Cars Smell Like … Nothing at All
As Ford’s car marketing in China demonstrates, there’s nothing like having local knowledge to build a successful business. Unlike the brand’s customers in the West, who relish the smell of a new car – the leather, the wood, the plastic dashboard – its Chinese consumers prefer just the opposite, which makes sourcing the interior components much trickier since being selected for smell is an attribute most global tier 1 suppliers have never had to consider… until now.
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