Polestar, Oxford University Study Aims to Scientifically Define the Thrill of Driving

The SDG Impact Lab at the University of Oxford and Polestar announced the launch of a pilot research study focused on exploring whether the thrill of driving can be scientifically defined and measured. This collaboration marks the beginning of a joint effort to investigate how driving pleasure can be understood through measurable signals in the brain and body, Polestar company officials stated in a press release.

As electric cars become commonplace, traditional performance benchmarks become less relevant. Polestar and the SDG Impact Lab at the University of Oxford are exploring a more meaningful definition of modern performance, one that reflects the emotional and experiential qualities of driving, noted the release.

How the Oxford-Polestar Driving Study Works

The pilot study addresses a complex research question that brings together expertise from engineering science and experimental psychology. Six senior innovation fellows pursuing doctor of philosophy degrees at the University of Oxford have been recruited to conduct the research and work together as one multidisciplinary team, supported by the University of Oxford senior academics, combining academic rigor with Polestar’s automotive expertise, the company said.

“This project demonstrates how academic research can create real-world impact beyond the university,” says Professor Alexander Betts, pro-vice chancellor and co-founder of the Oxford University SDG Impact Lab. “Working with Polestar allows us to translate scientific insight into knowledge that can help shape future innovation.”

Measuring Brain Activity & Biometrics Behind the Wheel

The study will examine physiological, cognitive and behavioral responses while participants drive a high-performance Polestar. By analyzing brain activity alongside biometric and behavioral data, the research aims to determine whether the sensations associated with driving excitement can be observed, analyzed and quantified.

Together, the partners are challenging long-held assumptions that driving excitement depends on engine sound and instead are investigating how electrification may enable new approaches to performance development, officials said.

The study also aims to identify ways to shape the global narrative around consumer behavior and the perception of EV performance to support the green transition. Both parties say the research is a demonstration of their strong commitment toward sustainability and positive change.

Christian Samson, head of product attributes at Polestar, says, “At Polestar, we’ve proven to be a guiding star in design and sustainability; now it’s time to lead with performance, by challenging conventions around straight-line acceleration being the default measure of driving excitement. The scientific approach of this research promises real-world benefits for our customers, as the data can be used by our engineering team as an added layer for fine-tuning our cars’ vehicle dynamics and performance attributes.”

Study Timeline & What Comes Next

Running from March 9 to July 31, 2026, the study will include vehicle testing at the Gotland Ring test track in June. Results are planned to be presented in the fall of 2026 at a dedicated event at the University of Oxford.

Alongside the research, Polestar will support the initiative through a four-part content series planned for Q3 2026, the company said.