Oxford University and an electric car brand want to scientifically prove that EVs are as thrilling to drive as a Ferrari

A bunch of brainiacs are trying to discover why driving makes people happy.

They want to know exactly what brands like Ferrari and Porsche have known for generations – what makes people smile at the wheel – and put scientific results into the mix.

But they are not looking just at emotions, or the visual impact of sexy styling, or the aural impact of a thundering V8 engine.

Instead, the project is being driven by Polestar – the all-electric Swedish brand – in a partnership with Oxford University.

Polestar believes the straight-line zot of electrics, which have re-written the rules for straight-line acceleration, are changing how people enjoy their cars.

So the two bodies want to know if the thrill of driving can be scientifically defined and measured.

Not surprisingly, the partners are challenging the long-held assumptions that driving excitement depends on engine sounds.

Instead, they want to know if electrification can provide new approaches to performance car development.

“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.”

The Oxford crew is made up of six senior innovation fellows who are pursuing their doctorates in philosophy, and they bring together expertise from engineering science and experimental psychology.

“The study will examine physiological, cognitive, and behavioural responses while participants drive a high-performance Polestar. By analysing brain activity alongside biometric and behavioural data, the research aims to determine whether the sensations associated with driving excitement can be observed, analysed, and quantified,” says Polestar.

“The study also aims to identify ways to shape the global narrative around consumer behaviour and the perception of EV performance to support the green transition. The research is a demonstration of the strong commitment of both parties towards sustainability and positive change.”

The study has already begun and will finish in July, with presentation of the results at Oxford before the end of the year.

“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,” said Christian Samson, head of product attributes at Polestar.

“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.”