The barrier between matter and energy has been removed by Einstein's energy-mass equivalence, but how to utilize the self-energy of matter is still a difficult problem. Here, four 28 W fluorescent tube lamps can be lighted up when a car model slides on a self-energy power road (SEPR). The instantaneous power density of SEPR can reach 11.6 W/m2, even though the results was limited by the energy collector and measuring device. An energy-velocity model was proposed to utilize the electromagnetic energy in the constantly friction between the SEPR road and the car model. The affecting factors that are related to the electromagnetic energy conversion of the SEPR were systematically studied including velocity, acceleration, contact area and friction. The results show the generated electromagnetic energy is proportional to the velocity of friction. Besides, it can be found there is a process of rapid collision in the vertical direction in the high-velocity friction. Another free fall object experiment is designed to investigate the electromagnetic energy generated by the vertical collision. Importantly, it happened that the instantaneous power is proportional to the square of velocity in the vertical collision, which happened to be consistent with the energy-mass equivalence. Similar to the energy produced by the collisions of neutrons in nuclear fission, it can be inferred that the generated electromagnetic energy will far exceed the work done by the pulling force in the high-velocity collision, and the utilization of the self-energy of matter may be the essence of electromagnetic energy conversion. The simplicity and suitability of collecting the electromagnetic energy in motive collision was fully demonstrated by the design of SEPR based on the ceramic tile and ground, the ceramic tile and water. Moreover, the world's first SEPR was successfully built in an actual road, which opens the door for solving the energy crisis. The energy-velocity model can be also used to explain the signal interference of high-speed railway and improve the positioning accuracy of missile, considerate that the electromagnetic energy produced by the object in motion. The new discovery may contribute to modifying the existing collision theory, conservation of mechanical energy, friction theory, Maxwell's equations, and electromagnetic technology. Moreover, this study will have a far-reaching impact on classical physics, new energy, low-carbon systems and other fields.