In recent years, vision-based end-to-end autonomous driving has emerged as a new paradigm. However, popular end-to-end approaches typically rely on visual feature extraction networks trained under label supervision. This limited supervision framework restricts the generality and applicability of driving models. In this paper, we propose a novel paradigm termed $E^{3}AD$, which advocates for comparative learning between visual feature extraction networks and the general EEG large model, in order to learn latent human driving cognition for enhancing end-to-end planning. In this work, we collected a cognitive dataset for the mentioned contrastive learning process. Subsequently, we investigated the methods and potential mechanisms for enhancing end-to-end planning with human driving cognition, using popular driving models as baselines on publicly available autonomous driving datasets. Both open-loop and closed-loop tests are conducted for a comprehensive evaluation of planning performance. Experimental results demonstrate that the $E^{3}AD$ paradigm significantly enhances the end-to-end planning performance of baseline models. Ablation studies further validate the contribution of driving cognition and the effectiveness of comparative learning process. To the best of our knowledge, this is the first work to integrate human driving cognition for improving end-to-end autonomous driving planning. It represents an initial attempt to incorporate embodied cognitive data into end-to-end autonomous driving, providing valuable insights for future brain-inspired autonomous driving systems. Our code will be made available at Github