Dubai: Ford kicked off its first appearance at Gitex by launching the Ford Flex, the first car in the Middle East to feature Microsoft's Sync technology.
The Sync platform allows drivers to use their mobile phones and digital music players directly through the car's entertainment system without having to take their hands off the wheel.
GNTV rolls into Gitex in the new Ford Flex
According to Waldo Galan, Ford's managing director for the Middle East, the car had proved extremely popular with young drivers in other regions.
Differentiating cars
"Our increase in sales in the youth market has been phenomenal," he said. "People are drawn in by the technology and buying the car, too."
Ford and Microsoft teamed up two years ago to begin working on the system, according to Micro-soft's Vimal Sethi, who works with platforms and developers in the region.
"We're on the desktop, we're on the servers, we're on the mobiles, and now we're in the car," said Sethi.
Although the system has been in development for two years, Galan said the technology is currently helping Ford differentiate its vehicles in the increasingly competitive auto industry.
The system allows users to connect their Bluetooth-enabled phones to the car's entertainment system. The car automatically picks up the phone's signal when users enter the vehicle, and the system is activated by a button in the steering wheel.
Once activated, the system is controlled by voice commands. The system can even read out text messages.
While the system will not work with all mobile phones, a large number of handsets are supports. Due to the differences in phones, not all features are available for every model.
The Sync platform will eventually be available in all Ford, Lincoln and Mercury models, as well as in the 2010 Mustang.
