Hyundai has found a new use for the parked car: a place to get rubbed, reset and left alone for 20 minutes.
The brand would turn its Ioniq 9 electric SUV into a one-day Korean wellness pop-up in London, called Spa in a Car. It takes place at St Martin-in-the-Fields, Trafalgar Square, on June 11, 2026, from 10am to 6pm, with free bookable slots opening on May 28 at 10am.
The idea is odd, but the research behind it is not. Hyundai’s UK survey found that 26% of Britons get fewer than 10 minutes to themselves each day, while 82% admit staying parked for a few extra moments just to enjoy the quiet. More than half said the car is one of the few places where they can switch off.
Guests would sit inside the Ioniq 9 for a free 20-minute treatment led by a K-beauty therapist. The menu includes Korean head, neck and shoulder massage, plus a Korean facial massage.
Hyundai is using the exercise to show off the Ioniq 9’s cabin space rather than another charging graph.
The Ioniq 9 is Hyundai’s large three-row electric SUV, offered in the UK with up to seven seats. Hyundai UK lists up to 385 miles of WLTP range and 10% to 80% DC charging in as little as 24 minutes.
For once, a car maker’s “mobile wellness” line comes with an actual massage.
