• Infiniti drivers all smiles for International Day of Happiness
  • Latest research project validates Infiniti driver-first ethos 

Rolle, Switzerland – Today may be the International Day of Happiness, but millions of drivers have no special feeling of happiness when being behind the wheel of their car – although many would say they love their cars. But how much of a role do cars really have in making us happy? 

The premium car brand Infiniti believes drivers have been losing out in the happiness stakes too often. With the company ethos of making cars that make drivers happy, every Infiniti delivers on a basic requirement: to enjoy the drive, whatever sort of drive it may be. 

According to Infiniti this is increasingly important as we spend more and more time driving. A recent survey in the US* showed that the average driver is behind the wheel for 293 hours every year.

To correspond with the fifth annual United Nations International Day of Happiness, held on 20 March every year, Infiniti decided to put its cars to a happy test and watch the feel-good pheromones fly when drivers were invited to drive the sporty Q50S Sport. 

Infiniti, working with its bioinformatics research partner Emotiv Inc, used state of the art equipment to measure drivers’ neural responses and analyze the results. With this series of tests Infiniti will be able to better understand the relationship between man and machine. The testing has already shown that drivers experienced a high state of arousal when driving the 400hp sports sedan. 

The test results validate Infiniti’s approach, by showing consistently happy drivers, as based on their responses across a range of factors deemed essential for an enjoyable drive. These include a sense of excitement, well-being, awareness, focus, and appreciation of surroundings, all in a distraction-free environment. 

The International Day of Happiness, begun in 2013, is a UN initiative that recognizes that progress should be about increasing human happiness and well-being, not just growing the economy. All 193 UN nation states have adopted a resolution calling for happiness to be given greater priority. 

That is a sentiment echoed by Infiniti. Cars can and do affect how happy or otherwise we are. The good news is that it seems every day is a Day of Happiness for Infiniti drivers. 

For more information, please visit www.infinitipress.eu.   


* The American Driving Survey, published September 2016 by the AAA Foundation for Traffic Safety, is the most current and comprehensive look at how much Americans drive on a daily and yearly basis. 


INFINITI Motor Company Ltd. is headquartered in Hong Kong with sales operations in over 50 countries. The INFINITI brand was launched in 1989. Its range of premium automobiles is currently built in manufacturing facilities in Japan, the United States, United Kingdom and China. INFINITI plans to also expand manufacturing into Mexico by 2017. 

INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego and Beijing. 

INFINITI is in the middle of a major product offensive. The brand has been widely acclaimed for its daring design and innovative driver-assistance technologies. 

From the 2016 season, INFINITI is a technical partner of the Renault Sport Formula One team, contributing its expertise in hybrid performance. 

More information about INFINITI and its industry leading technologies can be found at www.INFINITI.com. You can also follow INFINITI on Facebook, Instagram, Twitter and LinkedIn, and see all our latest videos on YouTube. 


For INFINITI Global Communications, contact: 

Stefan Weinmann
General Manager, INFINITI EMEA Communications
Phone: +41 21 822 49 12
Mobile: +41 78 627 64 38
Email: stefan.weinmann@infiniti.eu

Peter Trampert
Coordinator, INFINITI EMEA Communications
Phone: +41 21 822 51 97
Mobile: +41 78 643 85 94
Email: peter.trampert@infiniti.eu

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