Think about it: Mind power over engine power?

Hyundai UK has car tech run by power of the mind
Positive thought says go, negative says stop
Thoughts use headsets to transmit instructions

Watch the series here or read on and come back…
Episode 1
Episode 2
Episode 3

HIGH WYCOMBE, England – Hyundai Motor UK has launched Driven by Optimism, a series of films that tests whether it’s possible to drive a Hyundai i20 using only positive thinking.

The campaign, being launched through July 2016, is being hosted on Hyundai UK’s YouTube channel to serialise the challenge with three videos and behind-the-scenes content.

Hyundai, working with Digital Communications agency Gravity Thinking and technologists from The Alphabet Collective, connected EEG (electro-encephalographic) headsets able to read the participants’ brain waves to custom robotics that in turn apply pressure to the car’s accelerator and brakes.

This, the Korean automaker claims, enables the user to control the vehicle through the power of thought.


Electrodes in the headset and interpreting software detect the user’s positive thoughts to make electronics apply pressure to the accelerator. Neutral thoughts apply the brakes.

The participants were selected due to their need to use positivity and optimism in their daily lives. Testing the campaign theory that the power of positivity alone could drive an i20 were members of Atlantic Endeavour, four women attempting to be the first female quartet to cross the finish line in the 2016 Talisker Whisky Atlantic Challenge.

They were joined by Mark Alcock, a blind father-of-two who hasn’t driven a car for 15 years, and life coach Anne Rae whose job includes harnessing her clients’ power of positive thought.


Adam Nickson, head of brand strategy and communications with Hyundai Motor UK, said: “The Driven by Optimism series reflects our brand ethos – blending the latest technology with the human spirit to challenge convention and keep pushing boundaries.

“The series shows what extraordinary feats the human mind can achieve and, using our volunteers, we truly show the power of positivity.”

Click here to see whether or not we were able to drive with the power of positive thought alone.


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