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September 03 2017


(MAHWAH, N.J.) – September 3, 2017 – Jaguar Land Rover is revealing the intelligent and connected steering wheel of the future during the inaugural Tech Fest at Central Saint Martins art, design and technology college in London, UK.

Named ‘Sayer’, this steering wheel concept lives in the consumer’s home and becomes their trusted companion. Sayer is a voice-activated artificial intelligence (AI) powered steering wheel that will be able to carry out hundreds of tasks. In addition to being a virtual assistant, Sayer could signal membership to an on-demand service club, which offers either sole ownership or the option of sharing a vehicle with others in a consumer’s community.

Jaguar Land Rover imagines a future of autonomous, connected and electric cars where a consumer doesn’t own a single car, but instead can call upon the vehicle of their choice where and when they need it. That’s a future vision Jaguar Land Rover is exploring with Sayer; a connected steering wheel that could be the only part of the vehicle a consumer owns.

Jaguar Land Rover envisions a future where Sayer works as a personal mobility assistant for consumers; reminding them when they need to wake up for a morning meeting two hours from home and even determining when a car needs to autonomously arrive at their door, or advising which parts of the journey they might enjoy driving themselves.

A beautifully sculpted piece of art, like every Jaguar Land Rover product, Sayer owes its name to one of the most prominent designers from the Jaguar brand’s history, Malcolm Sayer, who worked for the British marque between 1951 and 1970.

Allowing the brand to explore the positive role technology is playing in reshaping the automotive industry and beyond, the theme of the inaugural Jaguar Land Rover Tech Fest is ‘Technology with Heart’.

The free-to-enter festival takes place at Central Saint Martins art, design and technology college in London. It is open to the general public from Friday, September 8 until Sunday, September 10.

The event will be packed full of innovative exhibits and interactive displays that demonstrate how technology is being used to make a positive difference. Attendees can fast forward to the future and glimpse a world where cars drive themselves and vehicles are shared, not owned.

Follow the conversation using #JLRTechFest.