In order to prevent car driver sleepiness that may cause a serious accident, various stimuli have been proposed and tested to date. Although some of these stimuli have been proven effective, their effectiveness is limited and cannot be expected to last long enough. In this study we propose a new method to keep car drivers awake for a long period of time, and demonstrate its effectiveness by using driving simulation (DS). The proposed method lets the car driver perform a voluntary driving maneuver, which is lane-keep control with auditory or haptic feedback. In the DS, our subject was asked to drive on a straight road with a monotonous visual scene by following a car running in front at a constant speed. During the DS, recorded road noise was played back or the steering wheel was vibrated such that its intensity was altered in proportion to the amount of deviation from the center of the driving lane. This maneuver helps subjects keep to their driving lane without disturbing the focused attention required for safe driving. It was expected that the decrease of the road noise or the steering wheel vibration would work as a reward, while the increase would work as a disincentive. Pupil diameter, vestibulo-ocular reflex (VOR) and subjective sleepiness were monitored as measures of the subjects’ sleepiness. We demonstrate that the steering wheel vibration is effective. Namely, when the proposed voluntary maneuver stimulus was initiated just after subject’s sleepiness was predicted by using the physiological measure (VOR), the duration of the awake period was prolonged. This DS experiment employed only straight road driving, and lane-keep control should be more difficult on real roads. Thus actual driving situations require greater maneuvering that should result in greater effectiveness in maintaining a high arousal level. We conclude that to prolong the period of car driver’s high-level alertness, the proposed voluntary driving maneuver is significantly more effective than conventional passive sensory feedback stimuli alone.