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New Industry Award to Debut at The 2010 SEMA Show

New Industry Award to Debut at The 2010 SEMA Show
-- SEMA Show Exhibitors Select the Industry's 'Hottest Vehicles' --
DIAMOND BAR, Calif., Sept. 7 -- SEMA Show exhibitors will choose three outstanding vehicles as the winners of an all-new award, simply called the "SEMA Award." Presented in three categories - "Hottest Car," "Hottest Truck," and "Hottest 4x4-SUV" - the SEMA Award marks the first time ever that the "exhibitor's choice" will be tallied, recognizing the year's top trend-setting vehicles.

"The SEMA Award allows us to celebrate the outstanding vehicles and trends in the specialty-parts industry," said Chris Kersting, SEMA president and CEO. "We will be able to tap into the exhibitors' unique ability to identify what's hot, just as the trends are gaining momentum."

To determine the winners of the SEMA Award, Show organizers will survey every booth vehicle at the SEMA Show taking place Tuesday-Friday, November 2-5, 2010, in Las Vegas, Nevada. The most prominent vehicles in three categories - car, truck and 4x4-SUV - will be named winners of the award.

"While the concept is new, it really is based on a phenomenon that we've experienced many times before," said Kersting. "Each year there seemed to be a handful of vehicle models that set the tone for the show - vehicles that are so popular it seems they are dominating at the event."

With more than 1,500 exhibiting companies each year, the SEMA Show typically includes more than 700 qualified booth vehicles. Modifications range from products that improve performance, safety and convenience, to those that enhance appearance and comfort.

The vehicles that are most likely to be in the running to win the SEMA Award have been identified by a panel of industry experts. Several indicators were used to select the contenders, including preregistrations of feature vehicles, involvement in one or more SEMA OEM collaboration programs, and coverage in enthusiast publications.

"The contenders have proven themselves to be significant in the industry," said Kersting. "Each contender is noteworthy, whether it's because of its sales record, previous interest from the industry or from exhibitors, existing accolades or simply the buzz that has surrounded the vehicle."

The contenders for the first-ever 2010 SEMA Award are:
Hottest Car:
-- Audi A4
-- Chevrolet Camaro
-- Dodge Challenger
-- Ford Fiesta
-- Ford Mustang
-- Honda CR-Z
-- Hyundai Sonata
-- Kia Soul
-- Lexus IS
-- Mazda 2
-- Scion tC
-- Suburu Impreza

Hottest Truck:
-- Chevrolet Silverado
-- Dodge Ram
-- Ford F-Series
-- Toyota Tundra

Hottest 4x4-SUV:
-- Ford Explorer
-- Jeep Grand Cherokee
-- Jeep Wrangler
-- Suburu Outback
-- Toyota FJ Cruiser

While each contender comes with its own unique list of accolades, it will ultimately be the booth vehicle that is most prevalent at the 2010 SEMA Show that receives the inaugural SEMA Award. The winners will be announced during the 2010 SEMA Show in Las Vegas, Nevada.

FORD and Carl Edwards Reveal 'Race Carl Edwards' Winner!

FORD and Carl Edwards Reveal 'Race Carl Edwards' Winner!
HUTCHINSON, Kan., Sept. 7 -- The Midwest Ford dealers, in conjunction with Carl Edwards, are pleased to announce that Scott Lehman has been selected as the winner of the Race Carl Edward competition, and has earned the position as the one person in America claiming to be as fast as Carl Edwards.

Two weeks ago, Ford launched the Race Carl Edwards video submission contest, and videos from eager fans quickly swarmed in. The Midwest Ford dealers offered residents in Iowa, Missouri, Kansas, and Nebraska a chance to convince the judges why they were as fast as Nationwide Series Champion, Carl Edwards. Submitted videos were judged on enthusiasm and creativity. After significant consideration, Ford announces Scott Lehman as the winner of the competition. Lehman will now face Edwards on September 8th as he races the NASCAR champ at the Kansas Speedway.

Lehman, of Hutchinson, Kansas, has served as a letter carrier for the United States Post Office for over 24 years. During this same period, he has been racing cars and proudly acquired the nickname "The Postman" by local racing aficionados. Racing was ingrained in Lehman's blood from early on, with his family running the concession stand at the local race track and his father serving as the flagman. He started racing in 1986, mastering stock cars, modifieds, and sprints.

c Ford Fusion in the 2010 NASCAR Sprint Cup Series.

Frito-Lay Starts 'Charge' on Largest Fleet of All-Electric Trucks in N

Frito-Lay Starts 'Charge' on Largest Fleet of All-Electric Trucks in North America
First Five Trucks in US Hit Streets of NYC
PLANO, Texas, Sept. 8 -- PepsiCo's Frito-Lay North America division is setting the wheels in motion for what will ultimately be the largest fleet of commercial all-electric trucks in North America this week. New York City will become the first U.S. city to receive its favorite snacks from fully-electric delivery trucks, with five new trucks beginning routes this month.

In total, Frito-Lay will be deploying 21 electric trucks this year. The company projects it will roll out 155 additional trucks in 2011, making Frito-Lay the largest commercial fleet of all-electric trucks in North America. The trucks, designed by Smith Electric Vehicles, generate zero tailpipe emissions and operate for up to 100 miles on a single charge.

Electric trucks reduce fuel consumption, noise pollution and CO2 emissions, compared to traditional delivery trucks. The initial rollout in New York was funded through a grant from the New York State Energy Research and Development Authority.

"Frito-Lay has implemented bold goals for reducing our use of key resources such as fuel to ultimately help us reduce our overall environmental impact," said Mike O'Connell, director of fleet capability for Frito Lay North America. "There are real economic and environmental benefits to electric trucks. Once the planned 176 electric trucks are deployed we will eliminate the need for 500,000 gallons of fuel annually. Each truck emits 75% less greenhouse gases than a conventional diesel truck."

The program expands a long-running commitment by Frito-Lay North America and its parent company PepsiCo to environmental sustainability. With the seventh largest privately owned fleet in the U.S., Frito-Lay has set a goal of becoming the most fuel efficient fleet in the country. Electric vehicles give Frito-Lay an opportunity to leverage the latest advances in transportation technology as a significant way to reduce the impact of its fleet.

Frito-Lay is working with Smith Electric Vehicles, the nation's top manufacturer of battery-electric commercial trucks. Smith Electric is a leader in the development of commercial electric trucks designed to operate at peak effectiveness in urban environments. Smith Electric produces the Newton, which is the only all-electric commercial truck on the market.

"Frito-Lay's truck program is a significant step forward in the advancement of electric vehicles," said Bryan Hansel, CEO of Smith Electric Vehicles. "Businesses will improve their environmental impact and see cost savings with the reduction of fossil fuels. More importantly, the insights gained operating in urban environments will be invaluable in extending electric vehicle technology to consumer markets in the future."

Specific benefits associated with Smith's all-electric trucks include:
-- Can run up to 100 miles on a single charge
-- Zero tailpipe emissions
-- Emits 75 percent less greenhouse gas than diesel
-- Operates virtually silently, eliminating noise pollution
-- Provides a long term economically viable solution

Frito-Lay's New York fleet program aligns with Mayor Michael Bloomberg's PlaNYC, which is an effort to reduce CO2 emissions and improve fuel efficiency of cars and other vehicles in New York City.

2011 Ford F-150 SVT Raptor Adds SuperCrew Option, More Technology, Towing, Stand

2011 Ford F-150 SVT Raptor Adds SuperCrew Option, More Technology, Towing, Standard 6.2-Liter Engine
DEARBORN, Mich., Sept. 3 -- -- Ford F-150 SVT Raptor again is raising the bar for high-speed off-road
performance trucks by adding a SuperCrew option and more standard
power and towing capability for 2011
-- The previously optional 6.2-liter V8 engine, which produces 411
horsepower and 434 lb.-ft. of torque, now comes standard for 2011,
making Raptor the most powerful half-ton pickup on the market
-- Upgraded technology content, including a standard 4.2-inch LCD
productivity screen and SelectShift Automatic(TM) transmission, keeps
customers more in tune with their trucks, while a new graphic and
color choice gives them more options

A new standard 6.2-liter V8 engine pumping out 411 horsepower, new technologies and a newly available SuperCrew option that gives Raptor customers more choices in cab size all ensure the 2011 Ford F-150 SVT Raptor will remain the off-road performance truck champion in the new model year.

"When we launched the F-150 SVT Raptor, consumers were blown away with the capability of the vehicle," said Jost Capito, director of global performance vehicles and motorsports business development. "By adding the SuperCrew, we have expanded the versatility of Raptor, and now even more enthusiasts will be able to experience the no-compromise off-road performance that only Raptor delivers."

The F-150 SVT Raptor is the first-ever high-speed off-road performance truck offered by any manufacturer and highlights 33 years of Ford truck sales leadership by emphasizing F-150's Built Ford Tough durability, innovation and engineering. Developed with the DNA of an off-road pre-runner, comprehensive modifications focused on chassis and suspension enhancements.

The F-150 SVT Raptor is 7 inches wider than a base F-150 to make room for the additional suspension components that give Raptor its unparalleled off-road abilities. The wider stance also gives the truck an aggressive appearance. Internal triple-bypass shocks by FOX Racing Shox - the first on a production truck - provide position-sensitive damping and extra suspension travel for extreme off-roading and a smooth ride on the road.

Raptor also has unique cast-aluminum front control arms and SVT-tuned 35-inch BFGoodrich® All-Terrain TA/KO 315/70-17 tires. These components give Raptor 11.2 inches of front suspension travel and 12.1 inches of rear suspension travel on either SuperCab or the new SuperCrew.

The new available 145-inch-wheelbase SuperCrew offering with a 5.5-foot box adds to the extensive list of F-150 SVT Raptor features. While contributing additional space and flexibility for the customer, the SuperCrew delivers performance as well.

Applying lessons learned from the SuperCab F-150 SVT Raptor, engineers were able to tune the truck to handle off-road events with ease. The 12-inch-longer wheelbase on SuperCrew also delivers the benefit of a more comfortable ride, especially in rough off-road situations.

"We spent a lot of time getting the ride and suspension characteristics of the SuperCrew similar to that of the SuperCab, and we were successful in getting the same character and flavor out of the SuperCrew," said Jamal Hameedi, SVT chief nameplate engineer. "While the SuperCab and SuperCrew both have different strengths, each is worthy of the Raptor nameplate."

A larger 36-gallon fuel tank and increased towing capability - rated at 8,000 pounds - keep F-150 SVT Raptor SuperCrew a mainstay in the desert environment, with capabilities as a chase or tow truck.

Revved up and ready

The previously optional 6.2-liter V8 engine, which produces 411 horsepower and 434 lb.-ft. of torque, will now be the standard engine for the 2011 F-150 SVT Raptor, the most powerful half-ton pickup on the market.

The Ford powertrain team performed extensive testing to ensure the engine would live up to the Built Ford Tough promise. Hundreds of additional tests beyond the normal verification of truck engines, as well as vehicle testing on a 62-mile durability loop in the desert that simulates the Baja 1000, validated the performance of the engine for reliability and longevity in the harshest conditions.

New color and graphic options

Raptor's exterior also receives some new touches for 2011, in the form of an additional paint color - Ingot Silver Metallic - that will be available with the standard black interior, or the optional Molten Orange Interior Accent Package.

A new optional hood graphic adds a personalized and functional touch to F-150 SVT Raptor. Inspired by older off-road racing Ford Broncos, matte black accent graphics - including the F-150 SVT Raptor logo - run along the hood, also helping to reduce glare. The Raptor logo in the graphic is done in body-color bleed-through, similar to "SVT" on the side vent. "F-150" and "SVT" are written in dark gray. The graphic is available with or without the box side graphics.

More capability, more technology

Key to helping customers take advantage of all the capability offered by the F-150 SVT Raptor is a standard 4.2-inch LCD (liquid crystal display) productivity screen that is integrated in the center of the new instrument gauges, which have a black face, red pointers and ice blue daytime lighting. Also used on the all-new 2011 Super Duty, the technology was specifically tailored for off-road use with Raptor.

The screen includes a unique welcome animation and offers menu options giving the customer important information related to off-road and towing performance. A truck application screen provides vehicle status information for important off-road parameters such as off-road mode, Hill Descent Control(TM), electronic locking differential settings and AdvanceTrac® with RSC® (Roll Stability Control(TM)).

An off-road screen informs the customer about steering wheel angle and vehicle angle on a grade during off-road maneuvers. The menu is navigated through a five-way button on the steering wheel and is positioned between the tachometer and speedometer.

"The productivity screen is a great solution for our off-road customers," said Hameedi. "With one glance, they can tell exactly what settings are enabled on their truck and what the driveline is doing."

For the customer who wants more control of transmission gear selection, SelectShift Automatic transmission functionality also is introduced on Raptor. A toggle switch located on the console shift lever engages the mode, where the transmission doesn't second-guess the driver, giving him or her total control over gear selection and performance feel. Upshifts, for instance, are not commanded at redline, and downshifts are allowed at the lowest gear possible as defined by the engine speed.

A Raptor Plus Package debuts for 2011, offering the rear view camera and trailer brake controller. The Raptor Luxury Package also receives additional features, with folding power exterior mirrors and Remote Start System with integrated key fob added to the list.

New standard technology features for 2011 include:
-- Perimeter alarm
-- Integrated spotter mirror
-- Express up/down driver and passenger front windows
-- 110 V power inverter in the center console
-- Head restraint for second-row middle seat
-- Telescoping steering wheel
2010 Raptor equals hot seller
Sales of the truck are off to an impressive start, selling four times quicker than the average F-150, with the 2010 F-150 SVT Raptor equipped with the 6.2-liter engine selling within 11 days of arriving at dealerships. In fact, 2010 F-150 SVT Raptor sales are set to exceed the highest model year sales of the F-150 SVT Lightning.

Dealers will start taking orders for the 2011 F-150 SVT Raptor today, and the trucks will be available in dealerships late this year.

Class-Exclusive Technologies Help Keep 2011 Ford Edge a Safety and Security Lead

Class-Exclusive Technologies Help Keep 2011 Ford Edge a Safety and Security Leader
DEARBORN, Mich., Sept. 3 -- -- 2011 Ford Edge has class-exclusive AdvanceTrac® with RSC® (Roll
Stability Control(TM)) standard, one of several technologies further
enhancing the safety capability of the popular midsize crossover
-- Traction control, Tire Pressure Monitoring System and available
all-wheel drive also can bring peace of mind to customers
-- Several class-exclusive driver assistance technologies available on
2011 Ford Edge include adaptive cruise control and collision warning
with brake support and cross-traffic alert

The wealth of available class-exclusive features added to the 2011 Ford Edge include driver assistance technologies that bring peace of mind.

Leading the safety technology for the popular midsize crossover is Ford Motor Company's (NYSE:F) exclusive AdvanceTrac with RSC. This electronic stability control system helps maintain a driver's intended path by measuring side-to-side yaw through steering angle, lateral acceleration and yaw rate sensors and automatically making braking and throttle adjustments.

When wheel slip is sensed, AdvanceTrac reduces engine torque and applies selected brakes. RSC is an additional vehicle control software module that monitors and helps control vehicle roll rate.

"With class-exclusive safety technology and solid unibody construction, the 2011 Ford Edge will continue to be a leader in safety," said Elaine Bannon, Edge chief engineer. "For families who place a premium on safety, the new Edge features several new available technologies that can help avoid an accident."

New available driver assistance and convenience technologies added to the 2011 Ford Edge and how they help include:

-- Adaptive cruise control allows the driver to set the vehicle's
cruising speed, using advanced radar technology to monitor traffic
ahead and scan for slower vehicles. The system slows the vehicle to
adapt for traffic conditions and maintain the preset distance between
vehicles. Once traffic clears, the set speed returns. Gap distance
settings can be customized from four predetermined options.
-- Collision warning with brake support helps reduce speed, automatically
pre-charges brakes, provides a red warning light on the windshield as
well as an audible beep and engages an electronic brake assist system
to help drivers stop more quickly when the system detects a collision
is imminent.
-- Blind Spot Information System (BLIS®) with cross-traffic alert is a
feature that can help detect vehicles in blind spots during normal
driving, as well as traffic approaching from the sides when reversing
out of parking spots.
-- MyKey® is designed to allow parents to encourage teenagers to drive
safely and more fuel efficiently, and increase seat belt usage. The
standard MyKey feature allows owners to designate keys that can limit
the vehicle's top speed, audio volume and other features.
-- Rear view camera automatically engages when the vehicle is placed in
reverse. The camera is located in the liftgate above the license
plate, and video is shown on the available 8-inch center stack touch
screen with an image providing vehicle centerline, rear bumper
orientation and trajectory lines to relate an object's proximity to
the rear of the vehicle.
-- Hill start assist helps keep the vehicle from rolling backward, making
it easier to pull away when on a slope or hill. With the brake pedal
pressed, if sensors detect the vehicle is on a slope, the system is
automatically activated. Brake pressure is held in the braking system
and the vehicle remains stationary on the slope for up to two seconds
after the driver releases the brake pedal.

World's Most Famous Car Visits New York Prior to Hitting the Auction Bloc

World's Most Famous Car Visits New York Prior to Hitting the Auction Block in London
The Aston Martin DB5 driven by James Bond - Sean Connery - in Goldfinger and Thunderball to make only U.S. appearance in advance of its October auction sale
NEW YORK, Sept. 3 -- Arguably the world's most famous car, the actual 1964 Aston Martin DB5 driven by James Bond - Sean Connery - in both Goldfinger and Thunderball will be on display for four days this month in New York City as it is readied to be the lead attraction for RM Auctions' annual Automobiles of London event October 27th at the Battersea Evolution.

Presented by RM, in association with Sotheby's, this DB5 is expected to bring more than $5 million during the auction, which would be the most ever paid for a "movie" vehicle. From September 14 to 17 the DB5 will grace the lobby of Sotheby's building here at 1334 York Avenue.

Well-known around the world by its original UK registration number, FMP 7B, this Aston Martin is one of two, and the sole remaining, of the original '007' DB5s featured on screen in the two Bond films. (The other was sold twice at auction before being stolen in 1997 from a Florida airport. It was never recovered.)

The DB5 was originally loaned to EON Productions for the movies' filming and returned to the Aston Martin Lagonda factory after its subsequent promotional tour. Jerry Lee, a radio broadcaster based in Philadelphia, convinced the factory to sell FMP 7B to him in 1969 for $12,000, thereby becoming its first - and only - owner. The car, with very limited public appearances, has remained in his possession for more than 40 years.

With its 'rather interesting modifications' originally conceived by Oscar-award-winning special effects expert, John Stears, this authentic Bond movie car is factory-fitted with the full complement of operational 'Q-Branch' gadgets, including machine guns, bullet-proof shield, revolving number plates, tracking device, removable roof panel, oil slick sprayer, nail spreader and smoke screen, all controlled from factory-installed toggles and switches hidden in the center arm-rest.

"Like 'Q', we never joke about our work, which is why RM is consistently entrusted with the sale of the world's most significant collector cars like the REAL 007 Aston Martin DB5 movie car," said Don Rose, Car Specialist, RM Auctions. "RM is known for world-record-setting results and we expect nothing less for 007's iconic DB5."

Lee plans to use the proceeds from the sale of FMP 7B to further the charitable work of The Jerry Lee Foundation, a multi-national initiative dedicated to solving social problems associated with poverty, with an emphasis on crime prevention.

"The James Bond car has brought me much enjoyment for some 40 years," said Lee. "Even as I sell it and use the proceeds to fund the Jerry Lee Foundation, the car will continue to give me great pleasure as it furthers the mission of the Foundation to do good around the world."

FMP 7B is presented in highly original condition following a recent careful re-commissioning program by RM Auto Restoration, returning it to running condition after the many years of static display in Lee's home.

Nissan Announces Plan to Grow Presence in Argentina

Nissan Announces Plan to Grow Presence in Argentina
-- Memorandum of understanding signed with new business partner Manuel Antelo
BUENOS AIRES, Argentina, Sept. 3 -- Nissan Americas today announced a new business strategy to grow the company's presence in Argentina through a partnership with Manuel Antelo. The new arrangement, to begin in late 2011, will strengthen Nissan's sales, service and distribution operations in Argentina and provide sustainable growth in one of the world's key automotive marketplaces.

Renault Argentina S. A., Nissan's present distributor in Argentina, will continue to support the company's business through the end of 2011. At that time responsibility for Nissan branded products in Argentina will be assumed by Antelo.

"Today is an important milestone for Nissan growth in Argentina," said Carlos Tavares, Chairman, Nissan Americas. "While Renault Argentina S. A. has been a key contributor to the success of the Nissan brand in this country, we know that distinct business structures are now the best roads for both brands' business growth in Argentina. By forming a separate Nissan operation we allow Renault to concentrate on its business while positioning the Nissan brand for growth acceleration in this market. This reinforces our long-term commitment to Argentina."

Antelo, an entrepreneur with more than two decades experience within the automotive industry, is currently owner and President of CAT Group - a French multinational company specializing in vehicle and parts logistics. He is also co-owner with Wallenius Whilhensen, the Scandinavian Maritime group, of Vehicle Service America, an American company specializing in vehicle logistics. Antelo is also owner of Car One Argentina, the largest automotive retail business in the country.

"I am very excited about working together with Nissan to strengthen the opportunities the company has in my country," said Antelo. "I am certain that Nissan and its dealers will grow faster and more consistently in the years to come. I am also very proud to have been selected as Nissan's local partner."

Nissan has been consolidating its presence in Argentina with very strong volume growth, already achieving 2 percent market share in 2010 with the success of the Tiida nameplate and the strong brand foundation.

Quaker State and Hendrick Motorsports Announce Expansion of Long and Successfu

Quaker State and Hendrick Motorsports Announce Expansion of Long and Successful Relationship
Association Has Thrived For Fifteen Seasons, Twelve NASCAR Championships, and Nearly 150 Wins
HOUSTON, Sept. 4 -- Quaker State and Hendrick Motorsports are proud to announce an expansion of their unparalleled technical relationship, which will increase exposure for the motor oil brand in the NASCAR Sprint Cup Series.

Beginning in 2011, the three-year agreement includes primary placement for Quaker State on the No. 5 Chevrolet in four Sprint Cup races annually and associate sponsorship of all Hendrick Motorsports cars. Quaker State also will continue to be poured in the more than 80 Hendrick Automotive Group franchises throughout the United States.

"We are extremely proud to announce our continued sponsorship of Hendrick Motorsports," said Lisa Davis, Vice President, Shell Lubricants Americas. "Hendrick Motorsports sets the benchmark for performance in NASCAR, and we are proud that Quaker State racing oil has been under the hood of every Hendrick race car for the past 15 years. We have achieved tremendous success together and look forward to many more wins and championships, as Hendrick's ability to perform on and off the track continues to grow."

Quaker State's technical relationship with Hendrick Motorsports began in 1996 and helped produce a Sprint Cup championship that first season with the No. 5 team and driver Terry Labonte. Now with more than seven million on-track miles, the association has resulted in an unparalleled number of racing triumphs, including 143 Sprint Cup wins, eight Cup championships, three NASCAR Camping World Truck Series championships and one NASCAR Nationwide Series championship.

"We're excited to continue what has been an extremely successful relationship," said Rick Hendrick, owner of Hendrick Motorsports and chairman of Hendrick Automotive Group. "Our engine department works hand-in-hand with Quaker State technical personnel to develop the highest possible grade of racing oil for our teams. And the Quaker State relationship extends beyond the racetrack and into our dealerships by providing customers with a durable oil that offers a high level of protection for their vehicles."

Mark Martin, winner of 40 Sprint Cup races, will drive the No. 5 Chevrolet in 2011. Quaker State's four races as primary sponsor of the No. 5 car will be determined at a later date.

"The new Quaker State paint scheme looks awesome," Martin said. "I'm not sure how a paint scheme can look fast, but Quaker State and Hendrick Motorsports did it with this one. I can't wait to race it and hopefully take it to Victory Lane.

"I know Quaker State and Hendrick Motorsports have a long history together, but I also have a history with Quaker State. The color green actually brought me some good luck back in 1986, when Quaker State was a sponsor on my ASA (American Speed Association) car. Not only did we win races, but we also won the championship that year. I'm excited to be working with them again, after all these years."

2011 Dodge Durango Paces Rock 'n' Roll Virginia Beach Half Marathon

2011 Dodge Durango Paces Rock 'n' Roll Virginia Beach Half Marathon
VIRGINIA BEACH, Va., Sept. 5 -- The all-new 2011 Dodge Durango leads the way as it paces the race at the Dodge Rock 'n' Roll Virginia Beach Half Marathon presented by SunTrust for thousands of runners in Virginia Beach, Va., over the Labor Day weekend on Sunday, Sept. 5.

FIJI® Water Gets a Front-Row Seat at Mercedes-Benz Fashion Week

FIJI® Water Gets a Front-Row Seat at Mercedes-Benz Fashion Week
Fashion's Favorite Water Collaborates With Trend-Setting Designers for the September Shows
LOS ANGELES, Sept. 1 -- FIJI® Water, the country's leading imported bottled water, announced today that it will serve as the official water sponsor of Mercedes-Benz Fashion Week. The three-season agreement begins with the upcoming S/S 2011 shows at Lincoln Center from September 9 through September 16, 2010, and continues through the S/S 2012 shows in September 2011. FIJI Water is planning several fashionable activities throughout the week, including creative partnerships with two leading designers.

Christian Siriano and Charlotte Ronson have both joined forces with FIJI Water to create exclusive looks inspired by the brand's iconic square bottle, pristine source, and distinctive taste. Each designer has fashioned a creation that will debut prior to their runway shows at Mercedes-Benz Fashion Week. "FIJI Water is honored to have two of fashion's best and brightest to collaborate with this season," said John Cochran, president and chief operating officer of FIJI Water. "Christian Siriano and Charlotte Ronson embody a luxurious yet attainable appeal that aligns with the essence of our brand."

FIJI Water knows that styles change season to season, but it is always in fashion to be environmentally friendly. That is why the company will also be sponsoring all of the recycling efforts at Mercedes-Benz Fashion Week. After enjoying a refreshing bottle of water, be sure to place it in one of the blue recycling containers that will be available throughout Lincoln Center.

FIJI Water has long been a stylish and replenishing must-have for models, designers, and attendees at New York's most anticipated fashion shows and events.