Ford Atlas Concept

Ford unveiled the Ford Atlas pickup concept at the 2013 Detroit auto show, previewing ideas for the next-generation of F-Series pickups due in a few years.


Ford has successfully shown truck buyers will choose something other than a V-8 engine if given a practical alternative; some 43 percent of F-150 buyers pick a twin-turbo EcoBoost V-6, and some version of that engine powers the Atlas. The concept had a start-stop engine system; Nair said Ford was still exploring a potential deal with Toyota to jointly design and build a hybrid system for pickups and larger vehicles.

As for the Atlas' style, the ideas seem less far out than close to production. The massive chrome grille will look familiar to anyone who's seen a Super Duty. High-end versions of the F-Series trucks are already luxury vehicles, so lux-world touches like LED headlamps and on-board WiFi don't seem surprising. Other technology aimed at helping drivers -- a 360-degree roof camera, a cargo cradle built into the tailgate for additional storage -- also seem well within reach.

While Chevy played conservative with the new Silverado, the Atlas suggests Ford will be willing to take more risks when its turn comes — and stealing the spotlight back will be more difficult.