Over half of UK residents view their vehicle as a vital space for relaxation, with a quarter of them having less than 10 minutes of personal time daily. A significant 55% find solace exclusively in their car, with a quarter of them admitting to having less than 10 minutes of personal time per day. Consequently, many are seeking unexpected peace in their cars.
Research conducted by Hyundai found that 82% of Britons stay parked a little longer for moments of tranquility. Almost half of them (49%) spend time in their cars before going inside for personal moments, while 57% use the car to sing along to music without inhibition. Furthermore, 43% reveal that driving helps them declutter their minds during overwhelming times.
Hyundai is introducing ‘Spa in a Car’ to replicate this experience with an exclusive Korean wellness pop-up inside its flagship electric SUV, the IONIQ 9. This immersive activation will be available in St Martins In The Fields, Trafalgar Square, London, starting June 11th, transforming the spacious vehicle into a serene retreat.
The initiative aims to help busy Londoners pause, reset, and revitalize, offering guests a 20-minute treatment led by a dedicated K-beauty therapist inside the IONIQ 9. Treatments include Korean head, neck, and shoulder massages along with facial massages to promote relaxation and ease tension.
The emotional connection Brits have with their cars is growing, with 62% associating their vehicles with nostalgia, and 72% recalling childhood memories from family journeys. Many families see car journeys as valuable family time, with 70% of Britons sharing this sentiment, while 63% have had meaningful conversations in the car.
For parents, the car serves a practical role, with 73% admitting to driving children to aid in falling asleep. The emotional attachment to the driving experience is strong, with 20% recalling being carried home asleep in the car as a child, and 46% still resorting to childhood car journey music or audiobooks for relaxation.
Comfort and ambiance play crucial roles in helping Brits relax while on the move. More than half (51%) find comfort in cozy seating, while 31% credit air conditioning and 25% appreciate heated seats for a more relaxing journey. Additionally, 40% prefer electric vehicles for their quiet interiors compared to traditional petrol or diesel cars.
Ashley Andrew, President of Hyundai and Genesis UK, highlighted the importance of ‘Spa in a Car’ in providing individuals with a moment of solitude. He emphasized the IONIQ 9’s versatility in creating a unique wellness experience for families and individuals to relax and recharge, even on busy days.
Yeany Kim, Director of Fine Clinic London, expressed pride in bringing Korean wellness practices to London through collaboration with Hyundai. The Korean therapists at Fine Clinic London combine traditional rituals and modern beauty techniques to offer an authentic experience in the heart of the city.
Hyundai’s Spa in a Car reimagines the wellness experience, delivering care, calm, and Korean wellness culture directly to the city. The Hyundai IONIQ 9, available in six- and seven-seat configurations, offers a driving range of up to 385 miles and ultra-fast charging, providing a seamless experience for consumers.
The Spa in a Car event will be open to the public on June 11th from 10 am to 6 pm in St Martins In The Fields, Trafalgar Square, London, with free bookable slots available through Hyundai’s Spa in a Car website. Bookings will commence on May 28th at 10 am.