If you’ve ever sat on your driveway for a few extra minutes after getting home just to enjoy a bit of peace and quiet, apparently you’re not alone.
According to new research commissioned by Hyundai, 82 per cent of Brits admit staying parked in their car to enjoy a moment of calm, while more than half say it’s one of the only places they can properly switch off.
In response, Hyundai has decided to lean into the idea by creating a one-day-only “Spa in a Car” experience in central London.
Taking place on June 11 at St Martin-in-the-Fields in Trafalgar Square, the event will see Hyundai’s flagship electric SUV, the IONIQ 9, transformed into a mobile wellness space offering free Korean-inspired head, neck, shoulder and facial massages.
The idea might sound slightly ridiculous, but the research suggests the car has become something of a sanctuary for many drivers. Nearly half of respondents admitted sitting in the car before going indoors for a few moments of peace, while 43 per cent said driving helps clear their head when feeling overwhelmed.
The findings also echo comments made recently by Dolby executive Arkin Kol during the FT Future of the Car summit last month, where he described modern vehicles as “extended living rooms” rather than simply a means of transport.
Hyundai’s spa pop-up may be a marketing stunt, but it highlights a wider trend. As cabins become quieter, more comfortable and increasingly packed with technology, carmakers are putting just as much emphasis on wellbeing as they are on performance.
And judging by the number of people hiding from their families at the end of the driveway, they may be onto something.
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