DUBAI, UAE –Ford Middle East showed off a host of its latest Driver Assist Technologies and gave exclusive glimpses of intelligent, next generation innovations being researched by Ford Labs during GITEX Technology Week. Visitors to the annual conference also experienced the new, tech-laden 2013 Taurus and the super performance Taurus SHO – dubbed Ford’s smartest sedans.
“GITEX is such a great opportunity for visitors to see the exciting and innovative technology inside Ford vehicles, and this year they’re able to use the most stimulating and spectacular ways to find out more about how Ford is going further to revolutionise the driving experience, both on the stand and at our expanded outdoor test drive arena,” said Paul Anderson, Ford Middle East marketing director.
Dr. Saeed Barbat, executive technical leader for Safety, Research and Advanced Engineering, introduced the unique biometric seat 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.
“Ford has been a leader in delivering solutions for in-car communications and simplifying the user interface, and now we’re researching ways to use the car’s own intelligence to further help drivers,” said Barbat. “Vehicle control inputs, sensors, road conditions and biometric information such as a driver’s pulse and breathing can all be used to create a driver workload estimation that can then help manage certain functions in demanding situations.”
Barbat was in high demand, meeting with both automotive and lifestyle press, key fleet accounts, police and government officials along with engineering students at the American University of Sharjah. He has been invited back to speak with several of these groups early in 2013.
Ford Middle East is enabling people to get more hands-on than ever to explore the vehicles and their technology. At GITEX, Ford partnered with Ogle, which introduced its augmented reality experience during the show. Visitors to the Ford stand could use this technology on their iOS or Android-equipped smartphones to access exclusive video content about Ford technologies and the model line-up at the show. Additional tech-laden points that engaged visitors with Ford technologies featured augmented reality displays and giant touch-screen displays highlighting the new Taurus technologies.
Visitors could also test drive the 2013 Taurus, as well as the Edge, Explorer and Focus, getting a real feel for the latest Ford innovations available on these models including Active Park Assist, Blind Spot Information System with cross traffic alert and SYNC with MyFord Touch.
“This has been key to why we’ve embraced GITEX for five years,” said Anderson. “It’s a great way for customers to really understand how Ford Motor Company sees technology as being integral to the future of motoring, and how it is anticipating, innovating and offering compelling solutions, going further so our customers can.”
GITEX Technology Week brings together more than 138,000 information and communications technology professionals from 144 countries. Ford has been the conference’s official automotive partner since 2007.