# Erupted Volcano Driving Top Gear's James May Conquers the Hottest Place on Earth in a Truck By Hjortur | Published 2010-07-01 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/top-gear-volcano-driving References: [ravingravens](http://www.ravingravens.com/blog/2010/06/james-versus-the-volcano-top-gears-james-may-drives-on-an-erupting-volcano.html) & [bbc](http://www.bbc.co.uk/topgear/) [Top Gear's](http://www.bbc.co.uk/topgear/) James May challenged a volcano--and the volcano sent its clouds of ash all over the UK. Top Gear recently aired the first episode of its 15th season, playing an amazing clip from their second [Arctic Trucks](http://www.arctictrucks.com) expedition--a volcano expedition--to Iceland. Top Gear decided to out-do themselves in extreme driving. They had Arctic Trucks in Iceland prepare the [Toyota](https://www.trendhunter.com/trends/toyota-hilux-gr-sport) [Hilux](https://www.trendhunter.com/trends/camper-truck) truck they had previously modified for Top Gear's expedition to the North Pole and make it ready for some really hot driving--onto an [erupting volcano](https://www.trendhunter.com/trends/plat-asia) (the infamous Eyjafjallajokull volcano). Check out the video for the footage of this extreme undertaking! ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 34% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Extreme Driving:** The trend of pushing vehicles to their limits in extreme conditions, such as driving on an erupting volcano, provides an opportunity for innovative vehicle modifications and safety technologies. - **Adventure Expeditions:** The trend of embarking on daring and unique expeditions, such as volcano exploration, creates opportunities for tour operators and adventure travel companies to provide thrilling experiences for adventure enthusiasts. - **Extreme Filming:** The trend of capturing extreme and adrenaline-pumping moments, like driving on an erupting volcano, presents opportunities for filmmakers and camera equipment manufacturers to develop specialized filming techniques and equipment for these challenging environments. ### Sectors Adopting This - **Automotive:** The automotive industry can leverage the trend of extreme driving experiences to develop and market specialized vehicles designed for off-road and extreme condition performance. - **Tourism:** The tourism industry can capitalize on the trend of adventure expeditions by offering volcano exploration tours and packages, catering to adventure-seeking travelers. - **Film and Photography:** The film and photography industry can tap into the trend of extreme filming opportunities by developing rugged camera equipment and accessories suitable for capturing thrilling moments in challenging environments. ## Related on Trend Hunter - [Hyper-Rugged Camper Pickups](https://www.trendhunter.com/trends/camper-pickup.md) - [Overlanding-Ready OEM Trucks](https://www.trendhunter.com/trends/isuzu-dmax-expedition-edition.md) - [Extreme Overlanding SUVs](https://www.trendhunter.com/trends/isuzu-basecamp-at35.md) - [Off-Grid Exploration Trucks](https://www.trendhunter.com/trends/bedrock-xt2.md) - [Ventilated Polar Exploration Vehicles](https://www.trendhunter.com/trends/exploration-vehicle.md) - [Arctic Edition Electric Vehicles](https://www.trendhunter.com/trends/nissan-ariya-pole-expedition-ev.md) - [Extreme Performance Overlanding Vehicles](https://www.trendhunter.com/trends/hennessey-mammoth-1000-trx-overland-edition.md) - [Active Adventurer Pickup Trucks](https://www.trendhunter.com/trends/toyota-hilux-gr-sport.md) - [Modernized Off-Road Vehicle Designs](https://www.trendhunter.com/trends/arkonik-havana-defender.md)