More than half of the British population considers their vehicle as a special retreat where they can unwind, with 25% revealing that they have less than 10 minutes of personal time daily. A remarkable 55% of individuals view their car as their sole downtime spot, while one in four confesses to having minimal personal time each day. Consequently, many now view their car as an unexpected haven for relaxation.
Research conducted by Hyundai unveiled that 82% of Brits choose to linger in their parked cars a bit longer to savor some tranquility. Nearly half of respondents (49%) acknowledge sitting in their vehicles before entering their homes to steal a moment for themselves. Additionally, 57% utilize this space to belt out music without inhibition, and 43% find solace in driving to clear their minds during overwhelming moments.
Hyundai is introducing ‘Spa in a Car,’ a unique Korean wellness initiative, within its all-electric SUV, the IONIQ 9, to replicate the calming ambiance experienced in vehicles. This immersive experience will be available in St Martins In The Fields, Trafalgar Square, London, starting June 11th, offering guests a 20-minute complimentary treatment guided by a dedicated K-beauty therapist.
The sessions include Korean head, neck, and shoulder massages, along with Korean facial massages aimed at relieving tension and fostering serenity. The concept taps into the emotional bond Brits have with their cars, with 62% associating their vehicles with nostalgia and 72% reminiscing about childhood memories formed during family trips.
For many families, car journeys represent valuable shared moments, with 70% considering them as essential family time. Furthermore, 63% recall having significant conversations within the confines of their vehicles. Parents also leverage car rides to aid children’s sleep, with 73% admitting to driving to lull them to sleep.
A substantial proportion (51%) emphasizes the importance of comfortable seating for relaxation during travel, while 31% appreciate air conditioning, and 25% find heated seats conducive to a calming experience. Additionally, 40% find electric vehicles more soothing due to their quieter interiors compared to traditional petrol or diesel cars.
Ashley Andrew, President of Hyundai and Genesis UK, highlighted the essence of ‘Spa in a Car’ in providing individuals with a rare moment of personal respite. The initiative leverages the flexibility and spaciousness of the IONIQ 9 to create a distinct wellness encounter for families and individuals, allowing them to unwind and recharge amid their busy schedules.
Yeany Kim, Director of Fine Clinic London, expressed pride in introducing Korean wellness traditions to London through the collaboration with Hyundai. The Korean therapists at Fine Clinic London offer modern K-beauty practices blended with traditional rituals, delivering an authentic experience in the heart of the city. Hyundai’s ‘Spa in a Car’ redefines this experience, offering care, tranquility, and Korean wellness directly to city dwellers.
The Hyundai IONIQ 9, available in six- and seven-seat configurations, boasts a driving range of up to 385 miles and rapid charging capabilities. Its interior features relaxation-oriented seats, sustainable materials, and a panoramic curved display, along with advanced technologies like Remote Smart Parking Assist and AI Assistant.
‘Spa in a Car’ will be open to the public from June 11th at St Martins In The Fields, Trafalgar Square, London, with free bookable slots accessible through Hyundai’s website. Booking commences on May 28th at 10 am, offering individuals an opportunity to experience Korean wellness within the comfort of a car.