Ford accelerates in the Middle East

Ford Middle East has returned to the floor in style with its acclaimed 2010 Ford Taurus - the official car for GITEX Technology Week.

Tags: Ford International Business DevelopmentUnited Arab Emirates
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Ford accelerates in the Middle East Future Ford launches will feature the latest technologies, says Theo Benson.
By  ITP.net Staff Writer Published  October 19, 2009

Ford Middle East has returned to the floor in style with its acclaimed 2010 Ford Taurus - the official car for GITEX Technology Week.

Theo Benson, Product Manager for Ford Middle East, is upbeat about the company’s participation at the show for the second consecutive year, where the latest in-car technologies will be demonstrated to visitors.

“This 2010 Taurus is on display here (at GITEX) because it’s the vehicle we have today that displays many of the new technologies that we’ll be launching on other Ford vehicles next year as well,” Benson comments, with the new 2010 Ford, Lincoln and Mercury models all expected to come equipped with the same cutting-edge technology.

Some of the new in-car technologies include the Adaptive Cruise Control safety feature that allows the driver to set vehicle cruising speeds while using radar technology to keep an eye on traffic traveling up to 600 feet ahead, automatically adjusting speeds to maintain safe distances. The same radar sensors are capable of providing a warning when traffic slows down.

The 2010 Ford Taurus was launched in North America earlier this summer and has already been recognised as a leader in its class, including a Top Safety Pick rating from the IIHS with its adoption of active crash-avoidance features such as a segment-first, radar-based forward collision warning system helps drivers avoid accidents effectively.

The 2010 Taurus comes standard with Ford’s Duratec 3.5-liter V-6 paired with a choice of two new six-speed automatic transmissions, which includes an option of SelectShift. This optional transmission offered on the SEL and Limited series features racing-inspired shift control paddles mounted on the steering wheel, while offering the convenience of conventional automatic operation, or a manual shift mode.

“By December we’ll be ready to discuss more details about the product and where customers can actually purchase one here in the Middle East,” Benson adds.

Visitors to GITEX Technology Week also stand the chance to win the 2010 Ford Taurus Limited model by taking part in the show’s Passport Trail raffle.

Ford is doing well in the Middle East where Benson revealed that increasing numbers of customers are visiting showrooms in the region and actually showing a preference for the brand when purchasing new cars.

“There’s a soft spot for Ford in people’s hearts because we’re sometimes known as the company that put America and the rest of the world on wheels, and we surely looking to build on that with the new Taurus,” states Benson.

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