After keeping a low profile at several U.S. auto shows in recent years, Nissan Motor Co. is mounting a full-blown return to the spotlight at next week's Detroit auto show -- complete with the release of a new show fragrance the brand hopes will become its trademark smell.
The specially crafted aroma -- labeled thé vert oriental in French -- evokes the smell of green tea "during Chinese spring harvest" and will emanate from a flashy, newly designed interactive display that Nissan is unveiling in Detroit.
Nissan hopes that the "brand smell" will be such a hit with auto show visitors around the country that its U.S. retailers will agree to use the fragrance in their showrooms, says Erich Marx, the brand's director for interactive and social-media marketing.
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