Ford has driving ambition

GITEX automotive partner demos Driver Assist technologies

Tags: Ford Motor Company
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Ford has driving ambition Check out the Ford Taurus at this year’s show.
By Staff Writer Published  October 15, 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’.

2012 marks Ford’s fifth consecutive year for as official car of the region’s premier technology show, underlining the company’s 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 a few weeks ago.

“GITEX is the perfect platform for Ford to demonstrate its commitment to developing solutions that take the driving experience to an entirely new level,” said Larry Prein, managing director, Ford ME. “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 stand will be immersed in interactive technology to convey the latest Ford Driver Assist Technologies, with Ford’s Technology Trailer showcasing Arabic navigation for MyFord Touch on-site, plus interactive information displays.

Ford is also demonstrating a biometric seat that it is using gathered data to build a driver behaviour 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.

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