The SDG Impact Lab of the University of Oxford and Polestar have announced the launch of a pilot study research aimed at investigating whether driving pleasure can be scientifically defined and measured. The collaboration arises from the increasingly concrete need, with the spread of electric cars, to go beyond the traditional performance reference parameters, often linked to more “mechanical” sensations and criteria, to arrive at a more complete understanding of the driving experience. In this context, performance is not only understood as efficiency or technical performance, but also as an emotional and experiential dimension.
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Polestar, pilot study on driving pleasure
The study addresses a complex research question that brings together skills from engineering and experimental psychology. To carry it out, six senior Innovation Fellows, currently engaged in doctoral programs at the University of Oxford, have been selected to work within a single multidisciplinary team led by senior university faculty. While driving a high-performance Polestar, researchers will analyze participants’ physiological, cognitive, and behavioral responses. The goal is to link measurable signals, such as brain activity and biometric data, to sensations associated with driving enthusiasm.
Scientific research with the University of Oxford
Through combined analysis of brain, body, and behavior, the research aims to verify whether the subjective experience of pleasure can be observed, interpreted, and quantified rigorously. Furthermore, the collaboration aims to challenge a deeply rooted idea: that pleasure mainly depends on the sound of the engine. In the case of electrification, there is the possibility to develop new metrics and new perspectives on performance design. The study will run until July 31, 2026, with vehicle tests scheduled for June at the Gotland Ring circuit. The results will be presented in autumn 2026 at a dedicated event at the University of Oxford. In parallel, Polestar will support the initiative with a series of content in four episodes planned for the third quarter of 2026.
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