We're changing the conversation from top speeds, to talking about what the car does to you emotionally,' Ben Cooper, innovation director at M&C Saatchi, told Mashable Australia.
The build, which took six months, was started at a closed-off track in in southern New South Wales, but the first step was for the team to find out how driving affects our heart rate.
Lexus unveil the world's first ever car with a heartbeat
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