19/05/2026
Can the “thrill of driving” be measured?
We are extremely excited to launch our collaboration with Polestar exploring how electric driving performance is experienced — and how it might influence trust, behaviour change, and modern driving adoption.
Bringing together researchers across psychology, neuroscience, engineering, and social science, the project combines desk research with real-world field testing to explore the connection between performance, emotion, and sustainable mobility.
The pilot will help shape evidence-based recommendations and proof points around performance-based modern driving experience, while laying the groundwork for wider future research.
A big thank you as well to our equipment partner ANT Neuro for supporting the project with state-of-the-art equipment and training.
Next stop: field testing in Sweden
No one has ever measured the thrill of driving. Together with the SDG Impact Lab at the University of Oxford, we’re going to try.
We’ll explore whether the thrill of driving can be scientifically observed, analysed, and decoded.
The initiative brings together researchers from Engineering Science and Experimental Psychology to study what happens in the brain and body behind the wheel.
The research begins this summer.
Read more: https://plstr.car/polestar_oxford