Alpine Cars’ endurance racing unit in France has a precise way of forming a car seat. The vehicle’s intended driver, fully dressed in racing attire, slips into the cockpit and sits on top of a plastic bag of liquid polyurethane foam. The ooze settles around the body contours, and over the course of about 15 minutes, hardens into a personalized foam seat capable of keeping the driver comfortable for three hours of speed, vibration, bumps, heat, noise and fatigue — all intended to improve focus on driving.