Ryunosuke Ino is responsible for the smell standards of all Nissans globally.
As important as the styling of the new Nissan Z will be to its success, nobody will be interested in buying one if they open the door only to be greeted by a pungent chemical smell. Smells are an important part of consumer comfort, directly contributing to your subconscious opinion of a product. Whether we're talking about the smell in a new apartment or a new car, your nose helps you feel at ease and relaxed just as much as the sights and sounds your eyes and ears drink in. To that end, Nissan and others have people who evaluate the smells in new cars to ensure that they're the best they can be. While we've already met the man in charge of the British market's smells, Nissan is now introducing us to the man who is essentially the chieftain of all Nissan 'smellmasters'.
Ryunosuke Ino is a “Nose of Nissan” and works at the Nissan Technical Center in Japan as a technical expert in the Vehicle Interior Air Quality department. He's been with the company for two decades and leads the tasks of analyzing and authorizing materials used in new Nissans.
“Smell is an important factor in a comfortable car experience, and Nissan is very particular about it,” he says. “Usually, the passengers smell the nearest thing based on where they are in a car, so it's important that we experience from all seats.” According to Nissan's research, our noses are capable of recognizing hundreds of thousands of different smells, and because smells travel to brain centers focusing on memory and emotions, the aroma you perceive in a car can directly affect the way you feel, triggering strong memories.
To ensure that Ino doesn't make mistakes, he “resets” his nose. Each such technician has their own method for this, some sniffing coffee beans, but Ino chooses the inside of his elbow, as this is a smell that his body is totally familiar with.
To ensure that smells remain inoffensive in different conditions, Ino and his team are constantly evaluating cars as they age, as these materials can change their smell over time. Nissan even has a room filled with high-intensity lights designed to simulate high heat and humidity conditions. To make sure that all tests are accurate, smell checks are typically performed within three to five minutes of entering the cabin, before the nose can adjust.
Seats are evaluated individually, as front and rear seats may use different materials. Ino even wears a uniform that is washed without detergent and avoids strong foods like garlic the day before a smell check.
“Nissan's smell standards are designed mainly by me as the global lead smellmaster,” says Ino. “However, each region is slightly different based on customer feedback, and their meister makes the final decision for their market.”
So when you open the door of your next Nissan and take in that lovely new car smell, spare a thought for the man who made it so.
Keyword: One Man Is Responsible For The Smell Of All Nissans