The SDG Impact Lab at the University of Oxford and Polestar announced 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 exploring a more meaningful definition of modern performance, one reflecting emotional and experiential qualities of driving.
Six PhD Innovation Fellows Lead Multidisciplinary Research
The pilot study addresses a complex research question bringing 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 research, working together as one multidisciplinary team supported by University of Oxford senior academics combining academic rigor with Polestar’s automotive expertise.
Prof Alexander Betts, Pro-Vice Chancellor and Co-Founder of the Oxford University SDG Impact Lab, stated this project demonstrates how academic research can create real-world impact beyond the university. Working with Polestar allows them to translate scientific insight into knowledge that can help shape future innovation.
Physiological and Cognitive Response Measurement
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 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.
The study also aims to identify ways to shape the global narrative around consumer behavior and perception of EV performance to support the green transition. The research is a demonstration of strong commitment of both parties toward sustainability and positive change.
Polestar 5 Platform Supports Research Objectives
Polestar has been committed from inception to deliver a more holistic view of performance, working with the very best partners to deliver driving experience that goes beyond straight-line numbers and recently launched its most performance-focused product yet—the Polestar 5.
This four-door Grand Tourer is built on the brand’s Polestar Performance Architecture platform, using bonded aluminum to reduce weight and provide precise responses on the move. Sophisticated traction control, suspension systems, brake setups, and bespoke tires support the feel behind the wheel.
Christian Samson, Head of Product Attributes at Polestar, stated that at Polestar they’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 customers, as data can be used by their engineering team as an added layer for fine tuning vehicle dynamics and performance attributes.
Timeline and Deliverables
Running from March 9 to July 31, 2026, the study will include vehicle testing at Gotland Ring test track in June. Results are planned to be presented in fall 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 SDG Impact Lab was founded in 2021 on the conviction that Oxford’s graduate students have potential to advance UN Sustainable Development Goals and lead transformative change on both local and global scale. The University of Oxford is currently ranked number one globally in the Times Higher Education World University Rankings 2026, marking its tenth consecutive year at the top.