DETROIT -- Mazda uses "it just feels right" to sell its cars. Another Japanese automaker, Infiniti, could launch its new J30 luxury sedan this spring by telling buyers, "It just smells right."
Infiniti designers sweated hundreds of details to get the product right -- "even orchestrating how it smells so that it's a total comprehensive experience when you get in this car," said Jerry Hirshberg, a vice president with Nissan Design International in San Diego. Infiniti is a division of Nissan.
Getting the perfect new-car smell is "not just a happy accident," he said. "We'll sniff a cross section of leathers, for example. We'll actually smell the plastic, smell the wood."