The transport sector accounts for a third of greenhouse gas emissions, and over half of these are generated by households. How can we effectively leverage a change towards less carbon-intensive mobility? Motivations for modal choice have been studied by various disciplines, and there is a consensus that the determinants are essentially rational and cognitive. However, research over the past thirty years has demonstrated the effectiveness of sensory triggers. The present study, in the field of sensory marketing, focuses on the complex experience of mobility change, notably the consumer’s senses. We adopt a qualitative, exploratory approach. Two series of interviews were carried out with 18 people who had recently changed their means of mobility. Considering the user as a meaning-producing actor, the present study examines both individual and contextual motivations, and socio-cultural, experiential, and symbolic aspects of mobility. We analyze the corpus of verbatim from the perspective of the framework developed by Krishna, and highlight both the multiple sensory characteristics of the new mobility experience, and their consequences on attitudes and behaviors. Attitude, memory, and behavior are affected by both grounded cognition and grounded emotion. Our results have implications for policies that encourage people to test soft mobility options.