(upbeat music)
(upbeat music)

- To stay ahead of the field, Ford Performance
- To stay ahead of the field, Ford Performance

constantly develop their race cars.
constantly develop their race cars.

Driver biometrics are monitored second by second
Driver biometrics are monitored second by second

ensuring peak physical performance.
ensuring peak physical performance.

Their next daring maneuver,
Their next daring maneuver,

harnessing the power of the mind.
harnessing the power of the mind.

Ford are developing a unique motorsport helmet
Ford are developing a unique motorsport helmet

that reads the drivers brain activity.
that reads the drivers brain activity.

Their team of engineers and scientists have integrated
Their team of engineers and scientists have integrated

cutting edge technology electroencephalography,
cutting edge technology electroencephalography,

or EEG for short, into the helmet itself.
or EEG for short, into the helmet itself.

EEG uses electrodes to record electrical charges
EEG uses electrodes to record electrical charges

that signal activity in the brain.
that signal activity in the brain.

The team can measure driver focus in high pressure
The team can measure driver focus in high pressure

situations to reveal crucial moments
situations to reveal crucial moments

of suboptimal performance.
of suboptimal performance.

The EEG electrodes lie within the foam inside the helmet,
The EEG electrodes lie within the foam inside the helmet,

in contact with the scalp.
in contact with the scalp.

The brain data is then fed out to external hardware.
The brain data is then fed out to external hardware.

Drivers gain insight into
Drivers gain insight into

how their brain performs while driving.
how their brain performs while driving.

This unique, bespoke information can improve
This unique, bespoke information can improve

how they drive and in some way, help them to win.
how they drive and in some way, help them to win.