Swedish EV maker Polestar has teamed up with the University of Oxford to explore a question that has long been difficult to answer: can the thrill of driving actually be measured scientifically?
The new pilot research project, launched together with Oxford’s SDG Impact Lab, aims to define and quantify driving pleasure using measurable signals from the brain and body. As electric vehicles continue to reshape the automotive landscape, the collaboration seeks to move beyond traditional performance benchmarks such as acceleration times and engine noise.
Instead, the study will focus on the emotional and experiential side of driving — an area increasingly important in the EV era.
A New Definition of EV Performance
For decades, performance cars have been judged by horsepower figures, exhaust soundtracks, and straight-line speed. But with EVs delivering instant torque and rapid acceleration almost by default, automakers are now looking for new ways to differentiate the driving experience.
Polestar believes the future of performance lies in how a car makes drivers feel behind the wheel.
The research project brings together specialists from engineering science and experimental psychology at Oxford University. Six senior Innovation Fellows pursuing Doctor of Philosophy degrees will work as a multidisciplinary research team, supported by senior academics and Polestar engineers.
The goal is to determine whether driving excitement can be observed, analysed, and eventually quantified using scientific methods.
Measuring the Human Response to Driving
Participants in the study will drive a high-performance Polestar vehicle while researchers monitor physiological, cognitive, and behavioural responses. Brain activity, biometric signals, and driving behaviour will all be analysed to better understand the sensations associated with engaging driving dynamics.
The project also challenges the long-standing belief that excitement in driving depends heavily on engine sound. Instead, the study will investigate how electrification could unlock entirely new approaches to vehicle performance development.
According to Professor Alexander Betts, the collaboration highlights how academic research can create practical industry impact.
The study is also intended to help shape broader consumer perceptions of EV performance while supporting the transition toward sustainable mobility.
Polestar 5 to Play Key Role
The research aligns closely with Polestar’s performance-focused strategy and comes shortly after the unveiling of the Polestar 5.
The upcoming four-door grand tourer is built on the brand’s dedicated Polestar Performance Architecture platform and uses bonded aluminium construction to reduce weight while improving responsiveness. Advanced suspension systems, traction control, bespoke tyres, and high-performance braking systems have all been engineered to enhance driver engagement.
Christian Samson, Head of Product Attributes at Polestar, said the findings could directly influence future vehicle tuning and dynamics development.
By incorporating scientific insights into driver emotions and reactions, Polestar hopes to refine the way its EVs deliver performance beyond raw acceleration figures.
Study Timeline and Future Plans
The pilot study runs from March 9 through July 31, 2026, with vehicle testing scheduled at the Gotland Ring test track in June.
Results from the research are expected to be presented during a dedicated event at Oxford University in the fall of 2026.
Alongside the study, Polestar plans to release a four-part content series in the third quarter of 2026 documenting the research and its findings.
As the EV market matures, projects like this could play a major role in redefining what performance means in the electric era — not just in terms of speed, but in the emotional connection between driver and machine.
