Oxford and Polestar Collaborate to Measure Driving Thrill Scientifically
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9 March to 31 July 2026
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What Happened
The SDG Impact Lab at the University of Oxford and Polestar have launched a pilot study to explore whether driving pleasure can be quantified through physiological, cognitive, and behavioral signals. The research brings together six PhD Innovation Fellows from engineering and psychology to analyze brain activity and biometric data while participants drive a Polestar 5. The partners aim to challenge the assumption that driving excitement depends on engine sound and instead focus on electric vehicle performance.
“This project demonstrates how academic research can create real-world impact beyond the university”
Study begins
Vehicle testing at Gotland Ring test track
Study concludes
Results presentation at Oxford University
Why this matters
As EVs become mainstream, this research could replace traditional performance metrics like acceleration with emotional and experiential measures, guiding future car development.
Terms in This Story
- SDG
- Sustainable Development Goals – a set of 17 global goals adopted by the UN to address social, economic, and environmental challenges.
- Vehicle dynamics
- The study of how a vehicle moves and responds to driver inputs, including handling, stability, and ride comfort.
- Electrification
- The process of replacing traditional internal combustion engines with electric powertrains in vehicles.
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