Ford has unveiled their next effort which is poised to change the truck market. The next generation Ford F-150 pickup titled “Atlas” promises to raise the bar on tech, style, and fuel economy. The Ford Atlas Concept serves as a demonstration of future technology coming to Ford vehicles. Aside from a much improved touch screen infotainment system, the next gen F-150 will weigh several hundreds pounds less, feature more efficient engine options, and will employ active grille shutters along with a drop-down front air dam to maximize efficiency. New to market features include Dynamic Hitch Assist (with touch screen integration), 360 degree camera, next generation tailgate step, and hidden cargo ramps which will allow loading equipment with wheels into the bed.