DUBAI, UAE, October 10, 2012 – Ford is once again the official automotive partner for GITEX Technology Week, with a strong focus on the company’s Driver Assist Technologies this year as it showcases its latest innovations that promise to take the driving experience further according to the manufacturer.
2012 marks the fifth consecutive year for Ford as the Official Car of the region’s premier technology show, further underlining the company’s continued commitment to developing and integrating industry-leading innovations in its vehicles to enhance driver experience. Ford was also the Official GITEX Shopper Car for the first time earlier last week.
“GITEX is the perfect platform for Ford to demonstrate its commitment to developing innovative solutions that take the driving experience to an entirely new level,” said Larry Prein, managing director, Ford Middle East. “GITEX is also ideal for us to highlight the results of our development initiatives in this area, and this year’s show will highlight some new exciting areas Ford Motor Company is researching into as part of its drive to address future mobility issues.”
Visitors to Ford’s GITEX stand in Hall 7 will be immersed in spectacular interactive technology — featuring augmented reality and 3D visuals — to convey what lies behind the innovations of the latest Ford Driver Assist Technologies, with Ford’s Technology Trailer showcasing Arabic navigation for MyFord Touch® on-site, in addition to several interactive information displays.
Consumers will be able to try a unique Biometric Seat that Ford’s research team is using to test a number of different sensors and gather data on how drivers respond to a variety of inputs for a driver behavior model. The experimental system consists of early stage development technology as part of Ford’s ongoing research into driver wellness and stress levels, and monitors driver wellbeing by monitoring temperature levels, heart rate, respiration and other key indicators of stress which could hamper a driver’s ability to control their vehicle.
Show visitors have also the chance to experience the latest Ford models up close on the outdoor Plaza test drive arena to try features such as the Blind Spot Information System (BLIS®), Cross traffic Alert, Active Park Assist and Sync® with MyFord Touch® in a line-up including Ford’s smartest sedan, the new 2013 Taurus SHO, as well as the Edge, Explorer and Focus.
Ford is giving GITEX visitors the chance to get to grips with a brand new 2013 Ford Taurus Limited as part of the GITEX Passport Trail.
Ford at GITEX
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 164,000 employees and about 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.
Ford’s history in the Middle East goes back more than 60 years. The company’s local importer-dealers operate more than100 facilities in the region and directly employ more than 7,000 people, the majority of whom are Arab Nationals. For more information on Ford Middle East, please visit www.me.ford.com
Ford Middle East is also a responsible corporate citizen in the region, with the Ford Motor Company Conservation & Environmental Grants, a grass-root level program that has offered US$1.2 million in grants to more than 145 Middle Eastern environmental projects since 2000.
