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Detroit's Hot Buttons
Newsweek Magazine, January 12, 2004
So, U.S. car makers are rediscovering "emotional quality" - ambiance (feel comforted in stressful traffic and long commutes), feel (the size and feel of buttons), sound (the click of the key or switch), and the all important Reptilian hot button of smell as a means to improve their market share. Americans today assume a certain level of reliability. Now they want their new car's interior right down to the buttons to have the right emotional "feel" and attention to detail that the Japanese and European automakers have been doing for years.