WHETHER thethrill of driving can be scientifically defined and measured is to be the subject of a new project by the SDG Impact Lab at the University of Oxford and electric car specialist Polestar.

The 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 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 and working together as one multidisciplinary team, supported by the University of Oxford senior academics combining academic study with Polestar's automotive expertise.

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

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

Polestar has been committed from its inception to deliver a more holistic view of performance, working with the very best partners to deliver a driving experience that goes beyond straight-line numbers and has recently launched its most performance-focused product yet - the Polestar 5. The four-door Grand Tourer is built on the brand's Polestar Performance Architecture platform, using bonded aluminium to reduce weight and provide precise responses on the move. Sophisticated traction control, suspension systems, brake setups and bespoke tyres support the feel behind the wheel.

Christian Samson, head of product attributes at Polestar, said: "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."

The study will include vehicle testing at the Gotland Ring test track in June. Results are planned to be presented in the autumn 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 the end of 2026.