Today, the SDG Impact Lab at the University of Oxford and Polestar announce the launch of a pilot research study, exploring one of the biggest questions facing the future of electric mobility: what actually makes driving thrilling?
Image Credit: Polestar
The UK-led research collaboration will investigate whether driving thrill can be scientifically defined and measured through signals in the brain and body, with the ambition of helping shape the next generation of electric cars around how drivers genuinely feel behind the wheel.
As more consumers switch to electric vehicles, traditional ideas of performance are being challenged. While driving excitement has long been associated with engine noise and mechanical drama, modern EVs can deliver instant acceleration and high-performance capability in near silence. The Polestar 5, for example, accelerates from 0-62 mph in just 3.9 seconds. The project will explore what definitively creates a thrill behind the wheel in the electric age, beyond the soundtrack of a traditional combustion engine.
The ambition is to establish a measurable framework for driving thrill that can inform the future development of electric vehicles, and ultimately prove that electric driving is fun.
For consumers, the research could influence how future electric cars are engineered, focusing not just on speed and range, but on confidence, engagement and enjoyment behind the wheel. As the UK moves towards the 2035 ban on new petrol and diesel car sales, the findings could also help reassure driving enthusiasts that the excitement traditionally associated with powerful engines and performance cars can still exist in the electric era. As EVs become more mainstream, the research aims to better understand what drivers genuinely value from the experience of driving.
The pilot study brings together expertise from Engineering Science and Experimental Psychology. The team is made up of six senior Innovation Fellows pursuing Doctor of Philosophy degrees at the University of Oxford, supported by senior University of Oxford academics and working alongside Polestar’s automotive engineers.
“This project demonstrates how academic research can create real-world impact beyond the university,” says 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.”
Polestar has long focused on delivering a more holistic definition of performance, combining responsiveness, balance and driver confidence with progressive electric technology. Its latest performance-focused model, the Polestar 5, is a four-door Grand Tourer engineered to prioritize driver feel and engagement as much as outright performance figures, with the development of bonded aluminum to reduce weight and provide precise responses on the move. Sophisticated traction control, suspension systems, brake setups and bespoke tires support the feel behind the wheel.
Christian Samson, Head of Product Attributes at Polestar, says: “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.”
Results of the study are planned to be presented this autumn.