They are calling it the 'Nissan Brand Smell.' It has been especially formulated for Nissan and called thé vert oriental in French. It is supposed to allow Nissan customers to have the green tea aroma evoke pleasant memories and a corresponding pleasant shopping experience.
The actual aroma is reflective of cut green tea leaves during the Chinese spring harvest time. The 'smell' will be disseminated to the public for the first time at the upcoming Detroit Auto Show. It is actually referred to as the North American International Auto Show. Nissan is hoping that the fragrance will be popularly accepted and endorsed as Nissan's trademark smell.
Nissan has not been a big player at the major auto shows during the past few years. Mostly, they have had much smaller display areas and much-less flashy or interactive sites. In 2013, it appears that Nissan is going all out to be one of the major display areas at the major auto shows. They are kicking off the auto show season with a full-blown position. The new display will be unveiled at the Detroit show.
The Nissan display will be flashy and interactive and has been designed to be completely modular. Of course, the interactive display will release the 'smell' throughout the show. Nissan officials are hoping that the car company will achieve the status of being the 'must-see' display in Detroit. If so, dealerships are expected to also embrace the 'smell' so that it will become part of all the showrooms across the U.S.
Nissan's display will obviously feature their vehicles, but the trade show booth itself should prove to be a draw. It was designed by marketing firm George P. Johnson Company. It will feature a 'halo' hanging over the entire display area. The 'halo' is 150 feet in length and has built-in special lighting effects. The booth is multilevel and has one entire wall as an interactive showcase of Nissan's vehicle technology. It will be powered by xBox Kinnect.
One part of the display area is being called the 'heritage center' and will feature Nissan's background and input in automotive innovation. Another part of the display will be a merchandise area that will feature various items such as accessories, collectibles, and die cast models.
The new Nissan display booth is modular so that smaller versions can be assembled for displays at smaller auto shows. There is some speculation that Nissan might open the merchandise center for actual sales to the public at some other car shows, but that will not be done in Detroit this year. Historically, the car manufacturers display but do not sell merchandise in their booth areas.
So, will Eau de Nissan work? Will sales increase? Time will tell. If you are in the Detroit area, the auto show January 19-27, 2013, stop by the Nissan display booth area. Carry some extra tissue so you can keep your nose clean and really get the Nissan 'smell.' I am betting the smell of chocolate, latte's, pizza, and beer will be more prevalent and desirable at the end of the day, though.