The Wellness Industry Takes the Wheel
The luxury automotive industry is embracing wellness features, with brands like Lincoln incorporating ‘Rejuvenate’ programs into their vehicles. The Lincoln Nautilus, for instance, now boasts a cabin designed to reduce stress, featuring a panoramic color display, 30-way adjustable heated, cooled, and massaging front seats, an advanced air filtration system, ambient lighting, and scent atomizers.
The ‘Rejuvenate’ program combines these elements to offer three different sequences – two for relaxation and one for invigoration – each lasting between five to ten minutes. One sequence even includes a guided meditation session produced in collaboration with the wellness app Calm. This multisensory experience aims to reduce stress and promote relaxation during travel.
While these features are now available in some high-end vehicles, the question remains whether they will appeal to consumers. As luxury car manufacturers continue to innovate and differentiate their products, the incorporation of wellness programs represents a significant shift in the industry’s approach to in-car experiences.
