DEARBORN, Mich. — Ford’s new Sync in-vehicle electronics technology already is proving to be a powerful lure to buyers of the 12 Ford, Lincoln and Mercury models equipped with the Microsoft-powered system

Ford began installing Sync at the factory in September and started advertising the feature in mid-October.

The company began putting more marketing muscle behind Sync this week with the launch in Cincinnati of a partnership with Jive Recording star Chris Brown, through Ford’s sponsorship of his tour, Up Close & Personal Holiday Exclusive Tour Powered by Sync.

The promotion features Brown in radio and TV advertisements featuring Sync and a new Web site devoted to the partnership. Ford said in a news release that it will “ultimately integrate some of the key features of the technology into the tour,” but wasn’t more specific.

“It’s the first time that Ford has ever aligned itself with someone who is promoting a specific technology (feature) versus promoting a particular vehicle model,” notes Ford spokeswoman Michelle Matthews.