FORD is once again the official automotive partner for GITEX Technology Week, which ends today (Thursday) in Dubai, 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 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, MD, 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.”
Ford’s GITEX stand features 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.
Ford official automotive partner of GITEX for 5th year
