In an unprecedented move for an automotive manufacturer, Ford Middle East is participating in this year's premier technology event, Gitex Technology Week slated on Oct. 19-23 at the Dubai International Convention and Exhibition Centre (DICEC). Ford's involvement makes them the first automobile manufacturer to establish presence at Gitex. During the show, Ford will launch their latest in-car communications and entertainment system called ‘SYNC', a Ford-exclusive technology based on Microsoft Auto software. This unique voice-activated, fully-integrated and Bluetooth-based feature will be shown on the all-new 2009 Ford Flex full-size crossover, which just debuted across the Middle Eastern Ford dealerships. Ford Flex is the official Gitex Technology Week Car. “Timing couldn't be more perfect than to mark the regional launch of Ford SYNC at the region's premier technology show,” said Waldo Galan, managing director of Ford Middle East. “We have the perfect products for this show and we are confident that both SYNC and Flex will create considerable amount of consumer interest by the time Gitex 08 wraps up,” Galan added. SYNC provides consumers the convenience and flexibility to bring into their vehicle nearly any mobile phone or digital media player and operate them using voice commands or the vehicle's steering wheel or radio controls. The factory-installed software is designed to change the way consumers use digital media, portable music players and mobile phones. Vimal Sethi, Developer & Platform Group director, Microsoft Gulf, said “Microsoft has created a set of platforms to respond to the growing desire of drivers to remain connected to their information and entertainment on the go and to enable carmakers and their suppliers to meet this demand. Microsoft and Ford have a shared vision to drive consumer excitement.
