INFINITI Middle East showcases results of ‘Unleash Your Potential’ study in collaboration with Emotiv Inc.

Launched under the banner of ‘Unleash Your Potential’, INFINITI Middle East in collaboration with Emotiv Inc dared to validate that drivers of the Q50 Red Sport 400 achieved optimal levels of enjoyment, excitement and focus.

Through the data obtained from a representative sample of nearly 100 test drives, INFINITI proved that the car captures the excitement engagement and focus of drivers while still allowing them to enjoy the ride and was superior to that of another generic driving experience, as measured through a range of brain metrics.

In this innovative collaboration between INFINITI Middle East and Emotiv Inc., the real-time neural reactions of individuals were measured as they got behind the wheel of the recently launched INFINITI Q50 Red Sport 400. All data gathered was analysed by the experts at Emotive Inc. to ensure a thorough and unbiased interpretation of the data.

The data was evaluated against a scientifically validated behavioural performance model (Hebbian-Yerkes-Dodson [H.Y.D] model) to determine whether driving the Q50 Red Sport 400 elicited optimal levels of performance in these metrics.

Figure 1. Hebbian version of the Yerkes–Dodson law (H-Y-D) Image credit:


The first of the key measurements that were evaluated was excitement (arousal). While driving, all participants reached the optimal arousal zone (mean 0.582) according to the H-Y-D curve, indicated by the sharp spike in blue. This means that they experienced the perfect level of excitement whilst driving the Red Sport 400 – not so high that they would lose control of their emotions or so low that they were disinterested. This is in stark contrast to another generic driving experience (racing simulator) (mean 0.507), where it displays a much more spread out distribution. As seen in the graph below, there are moderate numbers of those with low and high arousal, but a very limited time near the optimal performance level.

Figure 2. Frequency distribution of Arousal (Excitement)

The post-driving data shows that the individuals were more relaxed, but still somewhat excited (mean 0.495). This is indicated by the green curve following a shape that roughly mirrors that of the driving curve, suggesting an ‘after-glow’ effect of the experience as they sat in the car after driving the Red Sport 400.

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 iconic 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.