In Vietnam, car ownership is very personal. Your car is part of who you are. Choosing a car, therefore, is more than just a purchase. It’s a deliberate, sometimes challenging path that demands research and repeated test drives. For many, selecting a car is a deeply personal decision that requires time to weigh options, explore every feature, and ultimately connect with a vehicle on a meaningful level.

Happiness Saigon and Audi Vietnam are helping potential buyers figure out if they are Truly Audi in a campaign using EEG technology, for the brand’s flagship Q8 2024.

With a specialised headset, drivers engage with various aspects of the Q8, including its steering wheel, interior, and even a test drive. At the same time, EEG technology registers real-time brain activity, analysing emotional responses such as excitement, attention, and interest. This test reveals whether a driver genuinely resonates with the Q8, ensuring that only those who are truly impacted prove worthy of ownership.

Ferry Enders, managing director of Audi Vietnam, explained, “We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match.”

The initiative takes the guesswork out of choosing the perfect car and places emotion at the centre of the decision-making journey.