Ford ME to show new driver connect tech at GITEX 2010

By on September 30, 2010
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MyFord Touch replaces traditional knobs and buttons with a simplified touch-based interface.

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Press release:
Ford returns to GITEX TECHNOLOGY WEEK this October, as official automotive partner for the third year straight, featuring yet another industry –first technology, MyFord Touch. The latest driver connect technology from Ford debuts on the new 2011 Edge, the GITEX TECHNOLOGY WEEK Official Car, which makes its Middle Eastern debut at the show which runs 17-21 October 2010 at the Dubai International Convention and Exhibition Centre.

Powered by SYNC®, MyFord Touch redefines how drivers interact with their vehicles, replacing many of the traditional vehicle buttons, knobs and gauges with clear, colorful LCD screens and 5-way buttons. The screens can be personalized to display information relevant to each individual driver using a simple button click, voice command or touch screen tap.

“Once again we are presenting a new innovation from Ford, that promises a smarter, safer and simpler way to connect drivers with in-car technologies and their digital lives, and GITEX is the perfect platform to debut the latest MyFord Touch technology,” said Theo Benson, Ford Middle East’s Regional Marketing and Product Director.

“MyFord Touch will pioneer the next-generation vehicle experience for customers around the region as it addresses the infotainment explosion, launching vehicle interiors into the realm of popular personal electronics, such as laptop computers, mobile phones, digital cameras and MP3 players. We are really excited to show everyone this exciting new feature which debuts on the new 2011 Edge crossover,” added Benson.

Trixee Loh, Senior Vice President, Dubai World Trade Centre, said:  “As we celebrate the 30th anniversary of GITEX TECHNOLOGY WEEK, Ford Motor Company once again joins us as a partner, pushing the boundaries of transport innovation. As the largest ICT event in the Middle East and Africa, GITEX is the foremost partnership platform for Ford to showcase their cutting edge creations to tech-enthusiasts from around the world. The technology in the 2011 Ford Edge illustrates perfectly GITEX’s pioneering approach to innovation and the commitment to superior quality that we have advocated in the past three decades.”

The 2011 Ford Edge, this year’s GITEX TECHNOLOGY WEEK Official Car, makes its Middle Eastern debut at the Ford stand in the Consumer & Electronics section, inside Sheikh Saeed Hall. Ford’s popular crossover utility vehicle that just recently hit the 400,000 milestone worldwide, has experienced a dramatic freshening which includes extensive exterior redesign, improved materials and craftsmanship on the interior, class-exclusive technologies – including MyFord Touch – new powertrains and a segment leading performance.

MyFord Touch blends the strengths of the most proven interfaces in consumer electronics – including MP3 players and mobile phones – with a new generation of Ford’s award-winning SYNC system.

“MyFord Touch simply redesigns the in-car interface, mirroring how consumers interact with most devices in their lives using touch-sensitive buttons, touch screens, thumb-wheel controls and voice recognition,” concluded Benson. “We are excited to offer it in the region and are confident that this new system will prove as popular as SYNC.”


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Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

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