We tried to understand BMW’s latest product. We didn’t succeed.

May 8, 2025

Freude am Flakon

As soon as a press release uses the word olfactory, you know it’s serious (for your information, olfactory – “what has to do with smell”). What is going on? BMW is venturing into the world of fragrances. No, this is not an April 1 joke – the brand known for its slogan “Freude am Fahren” now also thinks you should be able to spray that pleasure on your neck. We say Freude am Flakon.

Bergamood and Amberness.

BMW is introducing two perfumes called Bergamood and Amberness. The fragrances were developed by Italian fragrance house Mavive. In all seriousness, the brand states that with these perfumes it “transforms the feeling most associated with the brand into an olfactory experience.” That doesn’t smell like exhaust gas and hot engine oil….

Indonesian patchouli and Haitian vetiver

Amberness contains clary sage, cardamom, patchouli and a pinch of vanilla. According to BMW, that blend creates “a sensual experience that conveys tranquility and a sense of beauty.” Of course, we immediately thought of that too. French clary sage and Guatemalan cardamom also create an “earthy accord,” after which Italian bergamot, Egyptian geranium, Madagascan vanilla, Indonesian patchouli and Haitian vetiver are supposed to make the whole thing “enchanting.” After reading all this, we are especially grateful that we are usually allowed to concern ourselves with things like displacement, turbo pressure and wheelbase, rather than scent perception.

But we’re not there yet. Because BMW also offers the fragrance BEergamood. This scent is supposed to make sure you can hold onto the experience of a morning drive in a convertible all day: the top note (no, we don’t know exactly what that is either) opens with Italian bergamot and mandarin, spiced up with pink pepper (why not). After that, lavender and petitgrain are said to leave a “lasting impression.” We believe it immediately. Liquidambar (pardon the expression?) and musk (no, not that one) round things out and are said to provide a “lively and stimulating effect.”

The bottle?

The bottle itself, of course, is not just any bottle either. The cylinder shape subtly refers to the BMW headquarters in Munich. The perfumes will be available from May at selected perfumeries, BMW dealers as well as in the BMW Lifestyle Online Shop. So if you soon meet someone who smells of optimism with top notes of Liquidambar and undertones of Indonesian patchouli, you will know immediately: that’s a BMW driver.