Some people always get the cushy jobs, and this time, Fashion Editor Christina Roys got to take the new BMW 3 Series for a spin around Auckland and talks about the surprisingly natural partnership between BMW and Ecoya.
Coco Chanel once said “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening,” and my unofficial addition to this quote, ‘what you are driving’.
In celebration of BMW’s most stylish 3 Series yet, I agreed to take on the hard job of driving this super chic car around Auckland City for a couple of hours. Although I can hardly confess myself as an auto enthusiast, the 3 Series was easy to fall in love with, not only ticking the boxes for style but winning me over with a smooth, zippy and comfortable cruise around town.
Since the launch of the original 3 Series more than 12 million have found a home around the globe,” says Mark Gilbert BMW Managing Director “The exciting all-new model invigorates all of the senses – it is dynamic, the drive experience engaging and the feeling of power and performance is enlivening. Such sensory qualities reaffirm the BMW 3 Series as the Ultimate Driving Machine.”
With its long standing history of fantastic design that stimulates visual, auditory and tactile senses, the launch of the new 3 series has seen BMW team up with Ecoya to introduce fragrance to stimulate our sense of smell, creating a comprehensive driving experience.
Exploring the idea that your car is your private room in motion, where you mentally prepare or unwind before reaching your next destination, BMW and Ecoya have selected three fragrances to enhance the new BMW 3 Series driving experience: Lemongrass & Ginger to energise, Vanilla Bean to calm and Lotus Flower for balance and clarity.
Each fragrance can be used to create a different driving mindset. “Whether it is the scent of Vanilla to calm your nerves in bumper to bumper traffic, or lemongrass & ginger to pique your energy levels in the morning, it all works to make that journey all the more enjoyable” says Ecoya Chairman and CEO, Geoff Ross.
With the coveted Ecoya scents combined with the premium BMW driving experience, taking to Auckland roads has never been so enlivening and with high-tech safety features to equalise the TwinPower Turbo exhilaration, it’s fair to say my photographers concerns were futile. The car was returned in one piece and my photographer alive and well, after I had figured out how to move the seat forward that is.
June 28, 2012 by Christina Roys