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DUBAI, UAE – INFINITI Middle East, in collaboration with Emotiv Inc., has announced the launch of an innovative new study where INFINITI 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 Middle East 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 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, five-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 five EEG sensors plus two 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 in the UAE 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.

"At INFINITI, we design and build vehicles that push human potential," said Schmitz. "We build technologies that enhance the senses, create design that demands a response and deliver performance that makes the driver feel alive. 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 daring design and innovative driver-assistance technologies. From the 2016 season, INFINITI is a technical partner of the Renault Sport Formula 1® team, contributing its expertise in hybrid performance.

More information about INFINITI and its industry leading technologies can be found at You can also follow us on Facebook, Twitter, LinkedIn and see all our latest videos on YouTube.


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Samantha Pang
INFINITI Global Communications
Phone : +852 3948 0148
Mobile: +852 9447 9742

Issued by Infiniti