As moments of calm become increasingly rare, many Britons are seeking solace in an unexpected place: their cars.
New research commissioned by Hyundai has found that one in four Britons (26%) receive fewer than 10 minutes to themselves each day, highlighting a growing demand for brief moments of tranquility in daily life.
Consequently, many are turning to the car as an unexpected sanctuary. The study found that 82% of Britons admit to staying parked for a few extra moments to enjoy peace and quiet, while more than half (55%) say it is one of the only places they can truly disconnect from the pressures of daily life.
The findings illustrate how the car has evolved into a modern-day escape from hectic routines. Nearly half of respondents (49%) report sitting in their cars before heading indoors to enjoy a moment alone, while 57% use the space to sing loudly to music without fear of judgment. Additionally, 43% say that driving helps them clear their head when feeling overwhelmed.
To bring this sentiment to life, Hyundai is launching ‘Spa in a Car,’ a unique Korean wellness pop-up experience inside its flagship all-electric SUV, the IONIQ 9. The event will take place for one day only at St Martin’s in the Fields, Trafalgar Square, London, on Thursday, 11 June, from 10 a.m. to 6 p.m. The immersive activation transforms the family vehicle into a calming retreat in the heart of the city.
Designed to help busy Londoners pause, reset, and recharge, guests are invited to step inside the IONIQ 9 for a complimentary 20-minute treatment guided by a dedicated K-beauty therapist. Treatments include Korean head, neck, and shoulder massages as well as a Korean facial massage, all intended to ease tension and promote relaxation.
The initiative taps into a growing emotional connection that Britons have with their vehicles. The research found that 62% associate the car with feelings of nostalgia, while 72% believe many of their childhood memories were formed during family journeys.
For many families, the car remains an important shared space. Seven in ten Britons (70%) consider car journeys valuable family time, and 63% say some of their most meaningful conversations have taken place in the car. For parents, the car also serves a practical purpose, with 73% admitting to driving their children around to help them fall asleep.
There is also significant emotional comfort associated with the driving experience itself. One in five (20%) Britons associate car journeys with being carried home asleep as a child, while 46% still return to the same music or audiobooks from their childhood journeys to help them unwind or fall asleep today.
Comfort and environment also play key roles in helping Britons relax while traveling. More than half (51%) say comfortable seating makes them feel calm in the car, while 31% cite air conditioning and 25% mention heated seats as contributing to a more relaxing experience. Additionally, 40% of Britons find electric vehicles more calming due to their quieter interiors compared to petrol or diesel models.
Ashley Andrew, President of Hyundai and Genesis UK, said the ‘Spa in a Car’ initiative is intended to offer people something increasingly rare—a moment to themselves. He explained that the IONIQ 9’s spacious interior and flexible seating provided an opportunity to create a unique wellness experience, allowing individuals and families to pause, unwind, and recharge, even during a busy day.
Andrew added that Hyundai continually seeks new ways to showcase the versatility of its vehicles, and ‘Spa in a Car’ exemplifies this by transforming the car into a sanctuary where guests can truly relax.
- Spa in a Car will open to the public on Thursday, 11 June in St Martin’s in the Fields, Trafalgar Square, London, with free bookable slots available via https://www.eventbrite.co.uk/e/hyundais-spa-in-a-car-a-korean-wellness-experience-inside-a-car-tickets-1990110950425?aff=oddtdtcreator
Bookings will open on Thursday, 28 May at 10 am.
- You can visit the Hyundai website here for more: https://www.hyundai.news/uk.html
