The SDG Impact Lab at the University of Oxford and Polestar team up to scientifically define the thrill of driving

GOTHENBURG, SWEDEN - 19 May 2026. The SDG Impact Lab at the University of Oxford and Polestar announce the launch of a pilot research study focused on exploring if 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.

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

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 this research.

"This project demonstrates how academic research can create real-world impact beyond the university," says Prof 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."

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

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."

Running from 9 March to 31 July 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.

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