On Thursday, the Einride autonomous vehicle for timber was unveiled by Einride CEO Robert Falck and Charles Gordon-Lennox, the 11th Duke of Richmond, who has hosted the festival at his estate since 1993.

Showcasing the world’s first autonomous, all-electric logging truck, Einride was ”one of Future Lab’s less overtly glamorous but more thought-provoking exhibitors” according to the Daily Telegraph. In addition to the half a million or so visitors to the Festival of Speed, the launch reached a world-wide audience of many millions, being covered by Wire, VentureBeat, Engadget and more than 600 other publications in the US, Europe and Southeast Asia.