HispanicBusiness

DEARBORN, Mich. -- Ford Motor Company has tapped Latin Grammy award-winning artist Juanes to help introduce its SYNC technology -- a new factory-installed, in-car communications and entertainment system that uses voice commands to access Bluetooth-enabled mobile phones, digital music players and, when paired to a compatible mobile phone, will even read text messages.

SYNC, a Ford-exclusive technology based on Microsoft Auto software, will be available in 12 2008 Ford, Lincoln and Mercury models this calendar year and in nearly every Ford, Lincoln and Mercury product within two years. SYNC's voice recognition system has settings for English, Spanish and French.

"As someone who is deeply interested in both technology and sharing my music in personal environments with fans, teaming up with Ford and SYNC is an ideal partnership," said Juanes. "I love the idea of people having the ability of listening to my music and communicating with loved ones by voice command while continuing to drive safely."

Juanes will help introduce SYNC to the Hispanic market by being the voice and face behind Ford's creative campaign targeting Generation Y and encouraging them to use the power of their voices.

The campaign is composed of new broadcast, print and online advertisements introducing consumers to the power of SYNC through the slogan "SYNC. At your command" (SYNC. A tus ordenes). To show the "power of voice," Ford is strategically positioning talking billboards in high traffic areas that when triggered by a motion detector will deliver Juanes' voice talking about SYNC. And in an effort to get closer to his fans, Juanes will introduce SYNC at private events in Los Angeles and Houston later in 2007 with the campaign running into 2008.

Ford is also sponsoring Juanes' highly anticipated fourth album "La Vida...Es Un Ratico," which was released in 77 countries on Tuesday, making it the largest ever world-wide release for an all-Spanish-language artist. Ford is also the exclusive automotive sponsor of Juanes' 2008 tour, which will feature organic product integration and innovative fan experiences.

"Ford, SYNC and Juanes are just the perfect fit because we're all focused on the importance of being able to connect with people," said Dave Rodriguez Multicultural Marketing Communications Manager for Ford Motor Company. "Staying connected to friends and music while on the go is no longer a trend, it's part of everyday life for our Hispanic target and SYNC brings this power exclusively to Ford drivers."

Pending the capability of individual devices, SYNC features include voice-activated hands-free calling; Bluetooth streaming audio; uninterrupted connections; audible text messages; voice-activated music; automatic phonebook transfer and multilingual intelligence. SYNC is compatible with most Bluetooth-enabled mobile phones and most digital media players, including the Apple iPod and Microsoft Zune.