In one of the keenly contested and prestigious auto awards in the Middle East, Volvo S60 drove away with the coveted ‘Car of the Year’ honour at the Middle East Motor Awards (MEMA) ceremony held at Expo Centre Sharjah on Thursday, November 3, 2011.
H.E. Mohammad Ben Sulayem, Vice-President of FIA Middle East and President of the Automobile and Touring Club UAE, in the presence of Mr. Saif Mohammed Al Midfa, Director-General of Expo Centre Sharjah, handed over the awards to the winning car manufacturers.
A well-balanced and stylish luxury sedan, Volvo S60 has a strong turbocharged six-cylinder engine, smooth ride quality and leading-edge safety technology. The 2011 Volvo S60 was the first car to enter the market with an optional pedestrian detection system that spots real, live humans and automatically applies brakes to help avoid colliding with them.
“MEMA is the most coveted and prestigious award in the Middle East. It is also the most credible award of its kind, judged by 19 highly sought-after automotive experts from 10 countries, including Lebanon, Oman, Jordon, Egypt, Bahrain, Syria, Qatar, Kuwait, Saudi Arabia and the UAE. It is also the ultimate recognition for vehicles in various categories,” said Mr. Al Midfa.
The nomination and judging process for the second edition of the Awards lasted well over eight months with each jury member required to fill in individual scorecards for all the nominated vehicles. The judging criteria was based on various technical and consumer aspects such as vehicle design, handling, safety features, emotional appeal, value for money, etc. All the scores were tallied and the vehicles with the maximum points were awarded the prestigious titles.
Middle East Motor Awards, considered as the only independent and the biggest award of the regional automotive industry, is organized by Expo Centre Sharjah with the support of Sharjah Chamber of Commerce & Industry.