4 September 2017

Jaguar Land Rover is revealing the intelligent and connected steering wheel of the future during the inaugural Tech Fest at Central St Martins, University of the Arts London.

  • Sayer will be featured on a new Jaguar future vision concept: Jaguar ‘FUTURE‑TYPE’ will explore mobility in 2040 and beyond
  • Jaguar Land Rover is exploring the future of mobility at Tech Fest on 7 September – the steering wheel could become the only part of the car that you own
  • Jaguar Land Rover Tech Fest will take place at Central Saint Martins, University of the Arts London
  • Free‑to‑enter festival and exhibition is open to public from Friday 8 September until Sunday 10 September
  • Key moments from a media preview day will be broadcast across Jaguar Land Rover channels on Thursday 7 September. The preview will include a key note address by Jaguar Land Rover CEO Dr Ralf Speth, followed by panel debates on industry hot topics

Jaguar Land Rover is revealing the intelligent and connected steering wheel of the future during the inaugural Tech Fest at Central St Martins, University of the Arts London.

This steering wheel concept lives in your home and becomes your trusted companion. Sayer is the first voice‑activated artificial intelligence (AI) steering wheel that will be able to carry out hundreds of tasks. 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.

Imagine a future of autonomous, connected and electric cars where you don’t own a single car, but instead call upon the vehicle of your choice where and when you need it. That’s a future vision Jaguar Land Rover is exploring with Sayer, the connected steering wheel that could be the only part of the car you own.

Need to be at a meeting two hours away from home by 8am tomorrow? Simply ask Sayer from the comfort of your living room and it will work out when you get up, when a car needs to autonomously arrive at your door and even advise which parts of the journey you might enjoy driving yourself.

A beautifully sculpted piece of art, like every Jaguar Land Rover product, Sayer owes its name to one of the most prominent designers from Jaguar’s past, the now‑legendary Malcolm Sayer, who began his career at Jaguar in 1950.

Explore the future with Jaguar Land Rover at Tech Fest 2017.

Further information

About Jaguar Land Rover

Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all‑wheel‑drive vehicles; and Jaguar, one of the world’s premier luxury sports saloon and sports car marques.

We employ almost 42,000 people globally and support around 240,000 more through our dealerships, suppliers and local businesses. Manufacturing is centred in the UK, with additional plants in China, Brazil, India and Slovakia.

At Jaguar Land Rover we are driven by a desire to create class‑leading products that deliver great customer experiences. The largest investor in R&D in the UK manufacturing sector, we have invested £16 billion in the last seven years and in the current year alone will spend over £4 billion on new product creation and capital expenditure. In 2016 Jaguar Land Rover sold more than 583,000 vehicles in 136 countries, with more than 80 per cent of our vehicles produced in the UK being sold abroad.

Central Saint Martins, UAL

Central Saint Martins, UAL (CSM) is internationally renowned for the creative energy of its students, staff and graduates with an exceptional reputation for educating foundation, undergraduate, postgraduate and research students in arts, design and performance. Based in a multi award‑winning building at King’s Cross, Central Saint Martins students benefit from comprehensive workshops both digital and traditional, tailored social spaces, a groundbreaking theatre and an extensive library.

Alumni include Reev Aram, Lee Broom, Jarvis Cocker, Terence Conran, Peter Doig, Michael Fassbender, Antony Gormley, Tom Hardy, Joseph Joseph, Christopher Kane, Afroditi Krassa, Stella McCartney, PriestmanGoode, Raqib Shaw.

CSM is part of University of the Arts London (UAL), an international centre for innovative teaching and research in arts, design, fashion, communication and the performing arts. The University is made up of six Colleges: Camberwell College of Arts, Central Saint Martins, Chelsea College of Arts, London College of Communication, London College of Fashion and Wimbledon College of Arts.


Notes to Editors

About Tech Fest 2017: Technology with Heart

‘Technology with Heart’ is the theme of Jaguar Land Rover’s inaugural Tech Fest, an event that explores the positive role technology is playing in reshaping the automotive industry and beyond.

The free‑to‑enter festival takes place at the internationally recognised Central Saint Martins, University of the Arts London. It is open to the general public from Friday, 8th September until Sunday 10 September.

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