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Jaguar Land Rover proposes seats that scientifically massage your butt, for your health

Habitually sitting too long can degrade a person's health. Scientific research has proven that dormancy can increase the risk of obesity, diabetes, cardiovascular disease, deep-vein thrombosis, and metabolic syndrome, according to the Harvard Medical School. Although sitting can be avoided in many cases, such as using a standing desk at work, taking a seat is the only option when hopping in the car for a drive. Jaguar Land Rover (JLR) is hoping to address this negative aspect of cars with a new high-tech seat that the company says mimics the act of walking.  JLR calls the concept a shape-shifting, or morphable, seat system, and it is currently in a trial period with Jaguar Land Rover’s Body Interiors Research division. Using actuators built into the seat's foam, the seat will constantly be in motion with micro-adjustments that can be tuned to the needs of different people and body types. JLR believes it has created a system that recreates what is known as pelvic oscillation, a motion that can supposedly trick the brain into thinking the body is walking. In addition to helping to prevent internal health issues, JLR also notes that a sedentary lifestyle can degrade and shorten muscles in the legs, hips, and rear. If these muscles are worked on a regular basis, the chance and risk of injury and back issues could potentially be reduced. The new seats are just one of many car interior technologies JLR has explored. In the past, we've seen tech that tracks brainwaves and heart rates, creates augmented reality, helps prevent motion sickness, and helps stop the spread of germs. They've also taken the time to have an expert demonstrate the perfect seating position. Most of this stuff is experimental for now, but it's possible similar features could eventually trickle down to production cars, in time. See how the seat moves in the video below. Related Video:    

Jaguar Land Rover partners with Nvidia for vehicle electronics and software

DETROIT — Luxury automaker Jaguar Land Rover and Silicon Valley artificial intelligence company Nvidia said Wednesday they will collaborate to develop the computer brains and nervous systems for Jaguars and Land Rovers launching in 2025 and beyond. The companies did not disclose financial terms of their multiyear agreement. The collaboration is a high-profile win for Nvidia Corp's effort to expand its reach in the auto industry, building on its base in gaming, artificial intelligence and high-powered chips and software used in servers. For Jaguar Land Rover Automotive, the partnership with Nvidia gives it a well-funded ally as it tries to catch up with Tesla and other luxury vehicle rivals in a digital technology arms race. "We can now accelerate our in-vehicle software," Francois Dossa, JLR's executive director for strategy, said during a conference call. Working with Nvidia engineers, Jaguar Land Rover plans to develop vehicles that can drive themselves under certain conditions, park autonomously and provide more information and software-powered features to drivers, the companies said. The new Jaguars will be upgradable — as Tesla vehicles are today. The automaker said it will use Nvidia technology to power simulations used to train autonomous vehicles. Jaguar Land Rover has a previous deal with Alphabet Inc's Waymo unit to deploy autonomous driving technology. Dossa said the Waymo collaboration was limited to the Jaguar I-PACE electric SUV. The Nvidia alliance covers all Jaguar and Land Rover models to be launched from 2025. Nvidia technology will act as the brains and the nervous system of Jaguar Land Rover vehicles starting in 2025, said Nvidia's vice president of automotive, Danny Shapiro. Nvidia last month announced deals with several Chinese electric vehicle brands. The company has said it has $8 billion in automotive business booked over the next six years. Shapiro said the company will update the figure during an investor day scheduled for March 22. Jaguar Land Rover, a subsidiary of India's Tata Motors Ltd has been struggling with rising costs and semiconductor shortages. Jaguar Land Rover reported a narrow pretax profit for the quarter ended Dec. 31, but Tata Motors reported a larger quarterly loss than expected. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Jaguar Land Rover Technology Autonomous Vehicles nvidia

Watch Jaguar reveal the C-X17 Concept live, right now!

Jaguar is set to reveal the C-X17 concept crossover in just a few short moments. The show starts at 11:00 AM EST, which is supper time in Frankfurt where the reveal is taking place. It's almost lunch time here on the East Coast of the US, so enjoy your sammy and a bag of chips while you sit back and watch Jaguar show us all some new technology and possibly an entirely new direction for the brand. Our own article on the Jaguar C-X17 concept will go live on Autoblog at 11:30 AM EST, and stay tuned for own live images of the crossover concept tomorrow from the show floor.