Polestar and the University of Oxford SDG Impact Lab have launched a pilot research project aimed at scientifically defining and measuring the thrill of driving using physiological, cognitive and behavioral data collected from drivers of the Polestar 5.
The study, announced on May 19, 2026, combines brain activity monitoring with biometric and behavioral analysis to examine whether the emotional sensations associated with driving excitement can be observed and quantified.
The research is being conducted by six senior Innovation Fellows pursuing doctoral degrees at Oxford and is supported by university academics alongside Polestar engineers.
The pilot runs from March 9 through July 31, 2026, with vehicle testing scheduled at the Gotland Ring test track in June.
Polestar and Oxford said the project seeks to redefine automotive performance metrics beyond traditional benchmarks such as engine sound and acceleration times, particularly as electric vehicles become more mainstream.
The research combines expertise from engineering science and experimental psychology to explore how electrification may reshape the emotional aspects of vehicle performance.
By analyzing brain activity alongside biometric and behavioral signals during driving sessions, researchers aim to determine whether driving excitement can be objectively measured and used to inform future vehicle development.
Christian Samson, Head of Product Attributes at Polestar, said the study could provide new insights for vehicle tuning and performance engineering.
“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,” Samson said.
The Polestar 5 used in the study is built on the company’s bonded-aluminum Polestar Performance Architecture and is positioned as the brand’s most performance-focused production vehicle to date.
Researchers will evaluate how factors including vehicle dynamics, traction control, suspension tuning and braking characteristics influence driver responses.
Professor Alexander Betts, Pro-Vice Chancellor and Co-Founder of the Oxford SDG Impact Lab, said the collaboration demonstrates how academic research can contribute to real-world technological innovation.
Results from the pilot study are expected to be presented during a dedicated event at the University of Oxford in fall 2026. Polestar also plans to release a four-part content series related to the project during the third quarter of 2026.