Lincoln - Ford Motor Company’s luxury brand - is showcasing its latest technology features in the MEASA (Middle East, Africa and South Asia) region’s premier technology event, bringing a host of class-exclusive technologies to the mid-size luxury segment, the company has said.

The new innovations debut on the all-new Lincoln MKZ, the official car of the show for this year’s GITEX Technology Week - which is being held in Dubai from tomorrow to Thursday - and the first vehicle from the dedicated Lincoln Design Studio.

“We are re-energising the Lincoln brand at all levels, starting with all-new distinct vehicles with eye-catching design, meaningful, intuitive technology and an unbeatable combination of sporty handling and ride comfort,” said Paul Anderson, marketing director of Ford Middle East. “The all-new Lincoln MKZ is the first product from this new direction for Lincoln and we are really excited about it as it features technologies that promise to elevate expectations from a mid-size luxury sedan.”

He added: “We have created a unique experience for our GITEX stand visitors to experience the best that the Lincoln MKZ has to offer, through a unique virtual test drive that will please both automotive and tech enthusiasts visiting the show.”

Lincoln’s virtual test-drive at GITEX 2013 promises to be a hi-tech experience, beginning with the participants choosing which city they wish to be driven through, the statement says.

Once inside, co-ordinated screens will give the participant the feeling of actually being in a moving car. The virtual chauffeur will be the guide during the experience and explain the differentiating features with visuals on the screen.

Alongside the virtual test drive, stand visitors can take part in the Lincoln MKZ story-telling through the Lincoln Middle East Facebook page and Twitter channels, using #MKZatGITEX, for a chance to win a range of prizes. Visitors will also be able to reserve a physical test drive of the Lincoln MKZ at a later date of their choice.

The technological highlights of the new Lincoln MKZ include Push Button Shift, Lincoln Drive Control featuring Active Noise Control, Continuously Controlled Damping, Lane-Keeping System, Inflatable Rear Safety Belts, THX II Certified Car Audio System and Sync with MyLincoln Touch, among others, according to the statement.

Features such as Adaptive Cruise Control (for maintaining safe distances even while on cruise control), Active Park Assist (for sensor-based, automatic parking in tight spaces) and Blind Spot Information System with cross-traffic alert are present across the Lincoln line-up.

Lincoln’s stand during GITEX Technology Week will be located in Hall 3 of the Dubai World Trade Centre.