In­finiti part­ners with Emo­tiv

Study aims to de­liver quan­tifi­able data of in­creased brain ac­tiv­ity

Kuwait Times - - BUSINESS -

KUWAIT: IN­FINITI Mid­dle East, in col­lab­o­ra­tion with Emo­tiv Inc yes­ter­day an­nounced the launch of an in­no­va­tive new study, where the pre­mium brand will seek to iden­tify and mea­sure the level of hu­man excitement un­leashed when in­di­vid­u­als get be­hind the wheel of the re­cently launched IN­FINITI Q50 Red Sport 400.

Over the course of the next four weeks, cus­tomers around the re­gion will have the op­por­tu­nity to drive the Q50 Red Sport 400 wear­ing the pi­o­neer­ing EMO­TIV In­sight head­sets that will mea­sure their men­tal per­for­mance in­di­ca­tors and sub-con­scious re­sponses to char­ac­ter­ize their driv­ing ex­pe­ri­ence.

Rolled out un­der the ban­ner of ‘Un­leashYourPo­ten­tial’ the study aims to demon­strate how the changes in brain ac­tiv­ity when driv­ing the pow­er­ful sports sedan can af­fect their en­joy­ment, excitement, en­gage­ment and fo­cus, im­prov­ing driv­ing per­for­mance and thereby in­creas­ing their po­ten­tial.

“With new tur­bocharged en­gines and a range of en­hanced tech­nolo­gies, the new IN­FINITI Q50 Red Sport 400 de­liv­ers a truly em­pow­er­ing drive,” said Juer­gen Sch­mitz, Man­ag­ing Di­rec­tor, IN­FINITI Mid­dle East. “It de­liv­ers an ex­pe­ri­ence that pro­vokes pow­er­ful emo­tions, pas­sion and excitement, en­abling its driver to re­ally push their lim­its. Through our col­lab­o­ra­tion with EMO­TIV Inc. we are now fo­cus­ing on trans­lat­ing what this emo­tion, power and excitement re­ally means through a unique and in­no­va­tive study that will al­low us to quan­ti­ta­tively test how the Q50 Red Sport 400 helps our driv­ers to ‘Un­leash their po­ten­tial’.”

Emo­tiv In­sight is a sleek, 5-chan­nel, wire­less EEG head­set that records your brain­waves and trans­lates them into mean­ing­ful and eas­ily un­der­stand­able data. Emo­tiv In­sight is the only de­vice in its cat­e­gory that of­fers 5 EEG sen­sors + 2 ref­er­ence sen­sors. Emo­tiv’s head­sets pro­vide in-depth in­for­ma­tion on brain ac­tiv­ity and are the most tech­ni­cally ad­vanced and cred­i­ble con­sumer EEG de­vices on the mar­ket.

Cus­tomers seek­ing to par­tic­i­pate in this unique ex­per­i­ment should con­tact their near­est IN­FINITI rep­re­sen­ta­tive to reg­is­ter their in­ter­est. Held over the next four weeks, IN­FINITI plans to show­case the re­sults of this study at a unique and vis­ually ex­cit­ing regional event for which more de­tails will be un­veiled as the study draws to a con­clu­sion.

Sch­mitz con­cluded; “At IN­FINITI, we de­sign and build ve­hi­cles that push hu­man po­ten­tial. We build tech­nolo­gies that en­hance the senses, cre­ate de­sign that de­mands a re­sponse and de­liver per­for­mance that makes the driver feel alive - and we are con­fi­dent that the re­sult of this study will truly show­case the truly em­pow­er­ing drive that our Q50 Red Sport 400 users can ex­pect.”

The Q50 Red Sport 400 fea­tures a 3.0-liter V6 twin-turbo gaso­line en­gine with di­rect in­jec­tion that de­liv­ers 400hp (298 kW) at 6,400 rpm and 475 Nm (350 lb-ft) max­i­mum torque at 1,600-5,200 rpm. It also fea­tures a host of tech­no­log­i­cal ad­vance­ments that in­clude; Di­rec­tive Adap­tive Steer­ing, Dy­namic Digital Sus­pen­sion and safety in­no­va­tions that in­clude; Back-up Col­li­sion In­ter­ven­tion with Cross Traf­fic Alert, Pre­dic­tive For­ward Col­li­sion Warn­ing and Around View Mon­i­tor with Mov­ing Ob­ject De­tec­tion.

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.

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