WATCH: 'Sensory steering wheel' - Jaguar's novel idea to keep driver's eyes on the road

The technology, developed by Jaguar and Land Rover, allows for rapid heating of the steering wheel so drivers don't have to check sat-nav instructions.

For example, heating the right side of the wheel indicates the driver should turn right at the next intersection. Jaguar Land Rover says it could be particularly useful visibility is reduced in poor weather. 

The temperature of the steering can increase by up to six degrees and the automaker says its research shows these cues are less intrusive than vibrating or audio alerts.