Do You Only Own the Steering Wheel?

The inaugural "Tech Fest 2017" event by Jaguar Land Rover aims to explore the role of technology in reshaping the future of the automotive industry and the world around it. The venue will be Central Saint Martins College in London.

The company will debut here the "Sayer," the world's first concept steering wheel with voice-activated artificial intelligence (AI).

The concept behind "Sayer" is to be "a trusted companion in your home," capable of performing hundreds of tasks. It also connects members of Jaguar Land Rover's on-demand service club, where users can choose to own a car individually or share it with others in the community.

This represents one vision for the future of automobiles as envisioned by the company, suggesting that in the future, self-driving, connected electric vehicles may not be individually owned but rather summoned when and where needed. Consequently, the era may arrive where users only own steering wheels like "Sayer."

Specifically, if you have a meeting at 8 AM the next morning, two hours away from your home, you can simply instruct "Sayer" while relaxing in your living room. The car will automatically arrive at your doorstep by the departure time, and it will even suggest the best driving routes to your destination.

The "Sayer" unveiled in the photos features a beautiful, elongated, "artistic" form, rather than a circular shape. Its name is derived from Malcolm Sayer, one of Jaguar's most renowned designers, who crafted masterpieces such as the sleek "E-Type" and the "XJ13" between 1951 and 1970.

Tech Fest 2017 is open to the public from September 8-10 and admission is free. Visitors can glimpse a future world where cars are shared for driving, rather than owned.