THE GENEVA MOTOR show is traditionally a bellweather event for the global automotive industry attended by the leading execs in the industry. So the decision by Alan Mulally, Ford CEO to skip this year’s event and chose instead to address digital show CeBIT is significant. His choice highlights the priority Ford is giving to technology – the company recently described cars as “the ultimate mobile device.” It is looking to capitalise on developments in infotainment systems to capture the interest of those all-important under 30s. Recent experiments have combined 3D displays, voice activated control and hybrid navigation and communications devices. - 21/2/2011
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