Ford will bring the style and colour of its latest vehicle range to Mela 2004 as main sponsor of the Asian cultural extravaganza. With the cars will be members of the Ford Asian Association employee group to welcome visitors to the Ford stand.

Ford has sponsored Mela for three years and sees the event as a key opportunity to get to know more Asian customers. Attracting them to the Ford stand this year will be a vehicle line-up including the sporty new Ford Fiesta ST and Zetec-S models, a Mondeo Titanium, Focus C-MAX, Streetka, Fusion and Galaxy models. The 150PS 2.0-litre Fiesta ST will be at Mela ahead of going on sale at the end of the year, while Titanium is Ford's new range-topping luxury trim level debuting in Mondeo.

Also turning heads will be a Ford Streetka convertible - decorated by London designer Jazzi Bindi in red and gold using henna transfers and crystals to produce a carriage fit for an Asian bride. Other attractions on the Ford stand (no. 34A) will be Asian dancing and Bollywood films playing on Mondeo and Galaxy in-car DVD systems.

Roger Putnam, Ford of Britain chairman, said: "We are delighted to be main sponsor of Mela for the third year running. This is not just 'nice to do' but makes business sense. We highly value the customer relationships that we enjoy with numerous Asian families and businesses and look forwarding to starting many more as a result of Mela 2004."

Kesh Solanki, Chairman of Ford Asian Association, said: "We are extremely excited that Ford has shown a firm commitment to the Asian market place. The FAA is an employee resource group that will continue to drive diversity and represent Asian values in the company. This will ensure Ford is at the forefront to promote its products and services to the Asian consumer more effectively."

Earlier this year FAA teamed up with Ford dealer Sandicliffe of Loughborough at the Leicestershire town's Mela in August. Their display and involvement at 2004 Mela celebrations are part of FAA's plan to promote Ford within the Asian community.

Mela, which means 'festival' in Punjabi, is from October 8 to 10 at the NEC in Birmingham. Further information is on

Published : 03/10/04 Author : Melanie Carter

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