Ford is taking the unusual step of unveiling its newest model at a show dedicated to mobile phones as a way of highlighting the range of technological gadgets that come with the car.
The US manufacturer will showcase the new B-MAX, a mini MPV, at the Mobile World Congress in Barcelona on February 27th, becoming the first car company ever to launch a new model at the event.
Ford believes the venue of the unveiling is a fitting one, due to the high level of technology used in both the mobile phone industry and in the car parts of the new B-MAX.
The company said it would unveil a number of "significant new technologies" for the B-Max which will make it one of Europe's most technologically advanced small cars.
Stephen Odell, chairman and chief executive of Ford of Europe said: "B-MAX will raise the bar for small vehicles in Europe, combining technology and premium engineering into a compact frame."
Features of the car that have already been made public include an 'Easy Access Door System' which will see the vehicle's central body pillars integrated into the sliding rear doors. Ford claims this will provide passengers with unrivalled ease of access into the car.
The B-MAX will come in both diesel and petrol versions, with customers able to choose from an engine range set to include the new 1.0-litre 120PS EcoBoost petrol engine and a 1.6-litre TDCi diesel engine.
A more conventional unveiling of the car to the automotive industry is planned for March 6th, when Ford president and chief executive Alan Mulally will introduce the B-MAX at the 2012 Geneva Motor Show.
It follows the recent news that Ford is to make the new 1.0-litre EcoBoost petrol engine available with its Focus range as of February 22nd.