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New Ford Fiesta Debuts MyKey in Europe; Enables Parents of Young Drivers to Set Top Speed

and Limit Audio Volume

· New Ford Fiesta in Europe debuts industry-first MyKey technology in the region; enables parents to place certain restrictions on young drivers to promote safer driving
· New Fiesta with MyKey owners will be able to limit top speed, reduce maximum audio volume, and override deactivation of driver assistance and safety technology
· European drivers under the age of 25 are up to twice as likely to be involved in a fatal accident*
· Ford survey of the parents of young drivers reveals almost half say top concern is speeding; and more than half would be more likely to allow a teenager to drive if the vehicle were equipped with MyKey**

The new Ford Fiesta will be the first car in Europe to feature Ford’s MyKey technology, which enables parents to place restrictions on younger drivers to promote safety.

Ford-exclusive MyKey technology enables owners to program a key – usually for younger drivers – that restricts the top speed of the Fiesta, reduces the maximum volume of audio system, and even disables the audio system altogether if driver and passengers are not using safety belts. It also can prevent the driver from deactivating safety technologies such as Electronic Stability Control and Active City Stop, which can help mitigate or prevent low-speed collisions.

“All parents know that if teenagers are experts at one thing it’s finding ways of getting into trouble,” said MyKey European system architect, Peter Patzelt. “MyKey allows Fiesta owners to set sensible restrictions for young drivers, and delivers peace-of-mind for parents.”

European drivers under the age of 25 are up to twice as likely to be involved in a fatal accident*; and a Ford-commissioned survey of the parents of 17- to 20-year-old drivers reveals 46 per cent say their number one concern is that their children are speeding**.

The MyKey system forms part of the new Fiesta’s safety and driver assistance package that also includes SYNC Emergency Assistance and Ford’s Intelligent Protection System with seven airbags.

MyKey was first introduced by Ford in the U.S., and is now standard on most new North American Ford vehicles. MyKey also now features as standard equipment across much of the European new Fiesta range, and Ford ultimately plans to roll-out the technology across its European product line-up by 2015.

MyKey works by recognising different keys for the same car and then adjusting the vehicle settings according to the owner’s requirements. It also enables owners to programme chimes to sound at set points between 70-140 km/h, prevents seatbelt reminders from being disabled and delivers an earlier low-fuel warning.

The survey of more than 6,000 parents of young drivers across Europe found 53 per cent of parents would be more likely to allow a teenage son or daughter to drive their car if it was equipped with MyKey technology.

“Parents love MyKey because it helps them reduce their teenagers’ exposure to risk at the wheel,” Patzelt said. “Young drivers are not too keen on MyKey until they learn that it often improves the chances their parents will allow them to drive in the first place.”


*
//ec.europa.eu/transport/road_safety/users/novice-drivers/index_en.htm
** Opinion Matters carried out the research in August 2011 from a sample of 6058 teenagers aged 17-20 from the UK, Germany, France, Spain, Italy and Russia and 6058 parents of teenagers aged 17-20 from the UK, Germany, France, Spain, Italy and Russia

Cologne, Germany / Bucuresti, 19.11.2012

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