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Nissan Appeals to All the Senses at This Year's Auto Shows

Nissan Appeals to All the Senses at This Year's Auto Shows

By Jeff Youngs, January 09, 2013
Nissan is trying a novel approach to appeal to visitors through smell, touch, hearing, and sight with its new interactive exhibit area at the upcoming 2013 North American International Auto Show in Detroit, MI. The traveling exhibit will be featured at 10 other auto shows around the world this year.

Nissan describes the sensory marketing that the multi-level display will provide as intuitive. Some of the unusual features that visitors to the show will see include a 150-foot long halo that appears to float over the exhibit's stage. High-definition LED lighting effects on the halo create a feeling of energy and excitement, according to Nissan officials.

In addition, Nissan will tell visitors its brand story on six interactive screens that the automaker calls its "Innovation Wall," which is powered by Microsoft's Xbox Kinect technology.

Besides appealing to visitors' interest in its new cars and crossovers (CUVs), Nissan also is introducing its own special scents and sounds to create a distinctive experience and set a mood in a way that is similar to what luxury hotels and retailers do. For instance, a special scent that infuses the smell of green tea during spring harvest has been created to attract visitors at the exhibit. If visitors respond positively to the scent, the automaker may begin using it in Nissan dealer showrooms, according to several media reports.

Besides the sensory appeal, visitors will see several featured vehicles at the Detroit show, including a concept vehicle that will debut on January 15 during press previews at the show, and an all-new 2014 Versa sub-compact hatchback. Nissan's current best-selling 2013 Altima midsize and Sentra compact models will be on display, along with the redesigned Pathfinder crossover. An updated 2013 Nissan Leaf electric vehicle, which is now being built in the United States at Nissan's Smyrna, TN, plant, will be on display. Additionally, the special-edition gold Nissan GT-R, which is being marketed with the help of Nissan brand ambassador Usain Bolt, Olympic running champion, currently the world's fastest man, will be on display.

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