Jaguar Land Rover Provides a Glimpse of the Future with “Sayer” Steering Wheel

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Voice-activated artificial intelligence “Sayer” steering wheel will appear in the Jaguar “FUTURE-TYPE” concept and at the first annual Jaguar Land Rover Tech Fest.

Malcolm Sayer was an important part of Jaguar’s past. He was the industrial designer worked for the automaker between 1951 and 1970. In that time, he designed such automotive icons as the E-Type and XJS. Now his name is being used for a device that serves as Jaguar Land Rover’s vision of the future.

“Sayer” is a voice-activated steering wheel with artificial intelligence that shows what JLR thinks mobility will look like decades from now when on-demand sharing of autonomous, connected, and electric cars will be more common. According to JLR, “Sayer could signal your membership of our on-demand service club. A club which offers either sole ownership or the option of sharing the car with others in your community.”

In fact, it could be the only part of a vehicle some people own. Sayer could determine when a driver needs to get up to make it to an appointment on time, when an autonomous car needs to pull up at their door, and even recommend which parts of the trip the person would enjoy driving themselves.


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Jaguar will incorporate the Sayer steering wheel into its upcoming FUTURE-TYPE concept, an automotive exploration of mobility in 2040 and beyond. It will also be on display at the first annual Jaguar Land Rover Tech Fest at Central Saint Martins, University of the Arts London. The media preview day, which will include a keynote speech by Jaguar Land Rover CEO Dr. Ralf Speth and panel debates on popular automotive industry topics, will be broadcast across JLR’s various social media channels on September 7. Tech Fest will be open to the public starting Friday, September 8; it runs until Sunday, September 10. Admission is free.

Derek Shiekhi contributes to a variety of Internet Brands’ Auto sites, including J-K Forum , Jaguar Forums, and 5 Series. He's also a member of the Texas Auto Writers Association.

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