JEDDAH: Haji Husein Alireza & Co. (HHA) Wednesday night unveiled the all-new 2010 Ford Mercury Milan boasting new powertrain, style and class-leading technologies in the highly competitive mid-size segment. "For 2010, the new Milan offers a stylish design inside and out, balanced together with a host of features, technology and safety-related content -- all without the luxury price tag," Ali Alireza, director and general manager of HHA, said at the launch ceremony held at the company's showroom on Madinah Road.
Key features of the Milan include an improved powertrain line-up that offers a choice between fuel-efficient V6 engines, 6-speed transmissions, a 12-speaker Sony audio system and 17-inch wheels. Additional standard features include 'Advance Track' electronic stability program, electronic temperature control, and the SYNC in-car entertainment and communications system. "We first introduced this nameplate three years ago, and entered with it the highly competitive mid-size segment," Alireza said. Referring to its safety features, he said, Milan's 6 standard airbags, ABS and advance track systems have already allowed this vehicle to clinch a five-star rating from the US government.
"At HHA, our work does not stop at just bringing the world-class vehicles like the 2010 Milan to the Saudi market. In fact, it's only the beginning as our journey with our customers extends beyond the sale and well into the ownership experience," Alireza added. Waldo Galan, managing director, Ford Middle East, said the 2010 Milan had seen tremendous success in the US and captured quite a few awards and accolades particularly on the quality front. "We are confident that Saudi consumers will welcome this new model at first sight and, no doubt, at first drive."
The 2010 Milan -- together with new products across the Ford, Mercury and Lincoln brands -- indicates Ford's clear vision of where it is heading. "And it's not just talk but there is tremendous action going on across all levels, both at Ford Motor Company and our dealers, and we are very excited about these times."
"Mercury has always been a symbol of smart beauty, comfort, understated luxury and quality, and these brand characteristics are clearly manifested in the new Milan," Galan added.
With all models, the interior design team has created a more contemporary, technical look with metallic new finishes on the instrument panel that carry through on the center console, doors and steering wheel. The all-new instrument panel is finished with a soft upper and lower skin and has much less hard plastic than Japanese competitors. A redesigned leather wrapped steering wheel with form fitting palm swells, new shifter, and wrapped and padded armrests have been added, increasing the Milan's sportiness and comfort at all key driver touch points.
The seats have received a makeover, as well. The gauge cluster has been designed with daytime backlighting, a black lens, and 3-D elements to create a high tech jewel-like appearance, similar to a fine watch. Drivers will be greeted by a new "welcome" sequence that makes the Milan seem as if it's coming to life.
© Arab News 2009
