INFINITI AROUSES PASSIONS FOR SPRING

  • Science proves love is in the air for Infiniti drivers
  • 100 drivers take part in first study displaying ‘spring fever’ emotions 

Rolle, Switzerland – “Springtime… and our fancy lightly turns to thoughts of love”, as the great poet Alfred Lord Tennyson had it. Longer days, warm sunshine, flowers and birdsong – “spring fever” rejuvenates us with feelings of optimism, joy and, yes, love too. There are lots of ways to catch spring fever and now one company has taken a scientific approach to finding out what. Unusually it is a car company. 

Infiniti wanted to find out if you can catch spring fever simply from driving one of its cars. One hundred people were recruited to drive its sexiest new sedan, the Infiniti Q50S Sport, on a race track. Brain sensors measured the drivers’ state of arousal while they were behind the wheel of the exhilarating 400hp sports sedan. 

Experts from Emotiv Inc., an international bio-informatics company which develops wearable EEG technologies, were given the task of putting the science into measuring the love factor of the car. They evaluated the drivers’ neural responses against a scientifically-validated behavioural model called Hebbian-Yerkes-Dodson. 

The tests could have revealed a variety of states of mind – high arousal, for example, but also some anxiety. Or low anxiety but a lack of engagement. The results were more spring-feverish than Infiniti ever imagined. Drivers of the Q50S Sport experienced an amazing combination of arousal, engagement and focus. In simple terms, it was all thrills and no spills, with drivers able to revel in the car’s performance without distractions. 

The level of arousal from behind the Infiniti’s leather-clad steering wheel even hit a peak almost four times higher than drivers experienced during the control test on a racing car simulator – similar to what happens when falling in love right when spring starts. And an “after-glow” effect showed that drivers were almost as excited after the drive as they had been during it. 

It all points to what Infiniti has long believed: that optimal excitement with optimal performance is the recipe for putting the spice into driving, generating sunny feelings – a car not just to fall in love with but one that will love you back. Especially in springtime. 

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

-Ends- 

About INFINITI: 

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. 

Contacts: 

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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