More than half of Brits say their car is one of the only places they can properly switch off, as 25% get fewer than 10 minutes to themselves each day. A staggering 55% of people say their only downtime is spent in their vehicle, with one in four admitting they have less than 10 minutes of personal time daily. Consequently, many are turning to an unexpected sanctuary: their car.
Research commissioned by Hyundai revealed that 82% of Brits admit to staying parked for a few extra moments just to enjoy peace and quiet. Nearly half (49%) confess to sitting in the car before heading inside for a moment to themselves, while 57% use the space to sing loudly to music without judgment. A further 43% say driving helps them clear their head when feeling overwhelmed.
Hyundai's Spa in a Car
Hyundai is bringing this feeling to life with the launch of 'Spa in a Car', a one-of-a-kind Korean wellness pop-up experience housed inside its flagship all-electric SUV, the IONIQ 9. Arriving in St Martins In The Fields, Trafalgar Square, London, on Thursday 11th June, the immersive activation transforms the spacious family vehicle into a calming retreat in the heart of the city.
Designed to help busy Londoners pause, reset, and recharge, guests will be invited to step inside the IONIQ 9 for a free 20-minute treatment guided by a dedicated K-beauty therapist. Experiences include Korean head, neck, and shoulder massage, as well as a Korean facial massage designed to ease tension and promote calm.
Emotional Connection with Cars
The experience taps into a growing emotional connection Brits have with their cars. Research found that 62% associate the car with feelings of nostalgia, while 72% estimate many of their childhood memories were formed during family journeys. For many families, the car remains an important shared space. Seven in ten Brits (70%) see car journeys as valuable family time, while 63% say some of their most meaningful conversations have taken place in the car.
For parents, the car also plays a practical role in daily life, with 73% admitting they have driven children around to help them fall asleep. There is also a strong emotional comfort attached to the driving experience itself. One in four (20%) Brits associate car journeys with being carried home asleep as a child, while 46% still return to the same music or audiobooks from their childhood car journeys to help them unwind or drift off today.
Comfort and EV Appeal
Comfort and environment are also key factors in helping Brits relax while travelling. More than half (51%) say comfortable seating makes them feel calm in the car, while 31% point to air conditioning and 25% say heated seats help create a more relaxing experience. Additionally, 40% of Brits find electric vehicles more calming due to their quieter interiors compared to petrol or diesel cars.
Ashley Andrew, President of Hyundai and Genesis UK, said: "Spa in a Car is designed to give people something we know is increasingly hard to find - a moment to themselves. With the IONIQ 9's flexible seating and spacious interior, we saw an opportunity to create a unique wellness experience that allows families and individuals to pause, unwind and recharge, even on the move and in the middle of a busy day. We're always looking for ways to showcase the versatility of our vehicles and Spa in a Car does exactly that - transforming the car into a sanctuary where guests can truly relax."
Yeany Kim, Director of Fine Clinic London, added: "We're proud to bring Korean wellness heritage to London through this unique collaboration with Hyundai. At Fine Clinic London, our Korean therapists bring the latest wellness and beauty techniques directly from Seoul. This combines traditional Korean rituals with modern K-beauty innovations to create an authentic experience in the heart of London. Now Hyundai's Spa in a Car is reimagining that experience in an entirely new way, bringing moments of care, calm and Korean wellness culture directly to the city."
The Hyundai IONIQ 9
The Hyundai IONIQ 9 is available in both six- and seven-seat configurations, offers a driving range of up to 385 miles and ultra-fast charging that can replenish the battery from 10 to 80 per cent in as little as 24 minutes. Inside, the cabin features relaxation seats, sustainable materials and a panoramic curved display. The vehicle's smart technologies include Remote Smart Parking Assist, Digital Key access, multiple USB-C charging points and an AI Assistant.
Spa in a Car Details
Spa in a Car will open to the public on Thursday 11th June from 10am to 6pm in St Martins In The Fields, Trafalgar Square, London, with free bookable slots available via Hyundai's website. Bookings will open on Thursday 28th May at 10am.
