Key Points
- Polestar and the University of Oxford have launched a pilot study to measure the “thrill of driving” scientifically, using brain, biometric and behavioural data.
- The project is being led by Oxford’s SDG Impact Lab, with input from engineering science and experimental psychology researchers.
- Participants will drive a high-performance Polestar while researchers monitor physiological, cognitive and behavioural responses.
- The study aims to move beyond traditional EV performance measures such as acceleration times and engine noise.
- Testing is scheduled for June 2026 at the Gotland Ring test track, with the wider study running from 9 March to 31 July 2026.
- Results are expected to be presented at a dedicated Oxford event in autumn 2026.
- Polestar also plans a four-part content series in the third quarter of 2026 documenting the project.
Oxford(Oxford Daily)May 24,2026-Polestar and the University of Oxford launched a pilot research project to examine whether driving excitement can be scientifically defined and measured. The study is designed to quantify driving pleasure through measurable signals from the brain and body, according to the company’s announcement and reporting on the collaboration. It is being run with Oxford’s SDG Impact Lab and is intended to explore the emotional side of vehicle performance in the EV era.
According to the reporting, the timing matters because electric vehicles have changed how performance is judged, with acceleration now less distinctive than it once was. Polestar is using the study to argue that future performance benchmarking should include how a car feels to drive, not only how fast it accelerates. The collaboration also reflects a wider industry search for new ways to define excitement as EV adoption grows.
Why is this study being done?
The answer, based on the reporting, is that Polestar wants to move beyond old benchmarks such as horsepower, engine sound and straight-line speed. The project is trying to see whether excitement can be observed, analysed and eventually quantified through science.
The study is also meant to bring together two fields that rarely frame car performance in the same way: engineering science and experimental psychology. According to the reports, six senior Innovation Fellows at Oxford will form part of the multidisciplinary research team, alongside senior academics and Polestar engineers. That structure suggests the project is as much about human response as it is about vehicle mechanics.
How will the research work?
Participants will drive a high-performance Polestar vehicle while researchers record physiological, cognitive and behavioural responses. The analysis will include brain activity, biometric signals and driving behaviour, with the aim of understanding what creates a sense of excitement behind the wheel. The project will examine whether those sensations can be identified in a repeatable scientific way.
The reporting says the study also challenges the old assumption that driving pleasure depends mainly on engine sound. Instead, it will explore whether electrification can create new forms of performance feeling, even without the traditional cues associated with combustion engines. That focus makes the project relevant not only to enthusiasts, but also to EV developers looking for differentiated product character.
What role does the Polestar 5 play?
The study aligns closely with Polestar’s performance strategy and comes after the unveiling of the Polestar 5. The reporting says the four-door grand tourer uses Polestar Performance Architecture, bonded aluminium construction, advanced suspension, traction control, bespoke tyres and high-performance braking systems to improve responsiveness. Those features make it a suitable platform for studying driver engagement because the vehicle is already positioned around performance and control.
Christian Samson, Polestar’s Head of Product Attributes, said the findings could influence future tuning and dynamics development, according to the reporting. In practical terms, that means the research may feed into how Polestar shapes the feel of future models rather than just their raw outputs. The project therefore appears designed to support both product development and brand positioning in the EV market.
When will results be released?
The pilot study began on 9 March 2026 and is scheduled to run until 31 July 2026. Vehicle testing is expected in June at the Gotland Ring test track in Sweden. Results are expected later in 2026, with one report saying they will be presented at a dedicated Oxford event in the autumn.
Polestar also plans to publish a four-part content series in the third quarter of 2026 documenting the work and its findings. That suggests the company wants to turn the research into a wider public conversation about what performance means in the electric age. The study is still a pilot, so its results will likely be exploratory rather than final.
Background of the development
This collaboration sits within a broader shift in the EV industry, where manufacturers are looking for new ways to define performance beyond speed alone. As electric vehicles deliver instant torque and rapid acceleration more routinely, brands are under pressure to explain what makes one car feel more engaging than another. Polestar has positioned itself as a performance-led EV brand, so a study about driving excitement fits directly into its product narrative.
The University of Oxford’s role also matters because the project links academic research with automotive development. By using scientific methods to study a subjective driving experience, the partners are trying to create evidence that could inform future vehicle design. In that sense, the project is less about proving that one car is faster and more about identifying what makes an EV memorable to drive.
Prediction
For EV buyers, this development could gradually change how performance is marketed and evaluated. If the research produces useful findings, future models may be tuned around steering feel, chassis balance, response and overall engagement rather than just acceleration numbers. That would matter most to drivers who care about emotional connection and handling, not only straight-line speed.
For Polestar, the study could strengthen its image as a brand focused on driving feel as well as sustainability. For the wider EV industry, it may encourage more emphasis on subjective experience in product development and reviews. The direct impact on everyday buyers will depend on whether the research leads to measurable design changes in future cars.
