Jaguar Land Rover (JLR) is dipping its toe into the wellness tech market with a new seating solution that aims to tackle the health risks of sitting down for too long.

The car manufacturer is developing what it calls the "seat of the future" – a pioneering shape-shifting system designed to improve customer wellbeing.

The ‘morphable’ seat is being developed by JLR's Body Interiors Research division, which is looking to use a series of actuators in the seat foam to create constant micro-adjustments.

The subtle adjustments are designed to trick the brain into thinking the driver is walking. By simulating the rhythm of walking – a movement known as pelvic oscillation – the technology can help mitigate against the health risks of sitting down for too long on extended journeys.

The research is part of JLR strategy to improving customer wellbeing through technological innovation.

Previous projects have included research to reduce the effects of motion sickness and the implementation of ultraviolet light technology to stop the spread of colds and flu.

"The wellbeing of our customers and employees is at the heart of all our technological research projects," said Steve Iley, JLR's chief medical officer.

"We are using our engineering expertise to develop the seat of the future using innovative technologies not seen before in the automotive industry to help tackle an issue that affects people across the globe."