New MyFord Touch™ blends Ford signature in-vehicle features into a cohesive experience, featuring intuitive controls, more voice activation and interface personalisation

Intuitive driver connect technology provides access to ever-expanding in-vehicle functionality while minimising driver distraction and improving interior aesthetics

Ford's latest industry leading innovation debuts on the new 2011 Ford Edge, Official GITEX Technology Week Car.

DUBAI, UAE, October 17, 2010 - Ford Middle East introduced today a smarter, safer and simpler system to connect drivers with in-car technologies and their digital lives. The new MyFord™ and MyFord Touch™ driver-connect technologies made their regional debut at this year's GITEX Technology Week, the Middle East's leading technology exhibition, taking place at the Dubai Convention & Exhibition Centre 17-21 October, 2010.

Ford returns this year to GITEX as official automotive partner for the third year straight, profiling yet another pioneering technology, and staying true to its drive for taking high-end technologies mainstream. Building on its leadership with the award-winning SYNC® device connectivity system, Ford has combined a variety of technologies into one powerful, intuitive connected driver experience called MyFord, which begins rolling out on the new 2011 Ford Edge showcased inside Sheikh Saeed Hall.

"This represents yet another milestone in in-vehicle technology from Ford," said Fahd Ahmed, Cockpit Electronics Strategy & Planning, Global Infotainment Technologies, Ford Motor Company. "With MyFord driver connect technology, we realized we weren't necessarily competing with other automakers, but we were redefining how customers interacted with their cars. Our goal is to set the benchmark for the automotive user interface, just as we've done for device connectivity with SYNC."

MyFord Touch™, powered by SYNC®, takes it up another step, and replaces 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.

"With a single centralized touch responsive control managing everything from ambient lighting, to climate control, to music, mobile phone and internet connectivity and more, My Ford Touch truly rationalizes the relationship between driver and vehicle," Ahmed added.
 
"GITEX is the ideal platform for us to launch MyFord Touch™ as well as the new 2011 Edge," said Hussein Murad, Ford Middle East's regional director for Sales. "We're revolutionizing in-vehicle control and driver connectivity, and we want to showcase the advancements we've achieved with an audience that we know appreciates the innovations we're bringing to the driving experience and the automotive industry as a whole.."  

During the design phases of MyFord Touch, Ford and development partners Ideo scrutinised hundreds of different remote control devices and gaming controls; and studied great-looking LCD screens with smart, clean graphics on iPods, hand-held games, smartphones, GPS systems and websites. They also spent time with 'extreme users' of transport controls - airline pilots, firefighters and police officers - who need to safely navigate complex information environments in high pressure situations.

Speaking on the show's inaugural day, Sonya Nematollahi, Driver Information Engineering Supervisor at Ford Motor Company explained: "MyFord Touch incorporates features very much like those found on PDAs and MP3 players, which means that drivers are already familiar with the features and layouts, making it easier for the user to navigate between the available menus and options - minimising distraction and making for safer driving. 
 
"You can jump in the 2011 Ford Edge and bring your technology - your lifestyle - with you and have everything at your fingertips without having to shuffle through your bags or pockets," added Nematollahi. "The 2011 Ford Edge gives you all the capability and flexibility you want along with great style."

MyFord™ / MyFord Touch™ is just one feature headlining the list of 10 class-exclusive standard and available technologies for the 2011 Ford Edge, the latest version of Ford's popular crossover which blends technology, design and class-leading powertrains in a fully revamped package - including extensive exterior redesign, and improved materials and interior craftsmanship.
MyFord Touch™ joins SYNC®; Easy Fuel®; SecuriCode™ keyless entry keypad; Blind Spot Mirrors (standard); Blind Spot Information System (BLIS®) with Cross Traffic Alert; MyKey™; AdvanceTrac® with RSC (Roll Stability Control™); and Adaptive Cruise Control and Collision Warning with Brake Support round out the list of available class-exclusive technologies on the new 2011 Edge. Additionally, the new Edge Sport also features class-exclusive standard 22-inch wheels, paddle activation and a whopping 305 NET hp delivered by the new 3.7L V6 Ti-VCT.

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 178,000 employees and about 80 plants worldwide, the company's automotive brands include Ford, Lincoln and, until production ends as planned in the fourth quarter of 2010, Mercury. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.

Ford Motor Company's history in the Middle East goes back to over 60 years. The company's local importer-dealers operate more than 100 facilities in the region and directly employ over 7,000 people, the majority of whom are Arab Nationals.

Ford Middle East is also a responsible corporate citizen in the region, with the Ford Motor Company Conservation & Environmental Grants, a grass-root level program that has offered nearly US$1 million in grants to over 120 Middle Eastern environmental projects since 2000.

For more information on Ford Middle East, please visit www.me.ford.com or log on to our channel on YouTube located at www.youtube.com/user/fordmiddleast.

© Press Release 2010