Automotive brands had reduced thrill to a familiar formula of speed, aggression, and bravado. Across the UK, France, Germany, Italy, and Spain, the research uncovered a deeper cultural shift: driving thrill becoming less about spectacle and performance, and more about transformation, intensity, and personal possibility.

The future of thrill wasn’t louder - it was more transformative. Not ‘look what this can do’, but ‘look what I can become’. The result was a more human, culturally resonant understanding of driving thrill that allowed the brand to move beyond the category’s tired tropes.

When categories shout, the opportunity is usually somewhere quieter.