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.
Most enthusiasts agree that the style of the Atlas is bold and modern. The stacked LED headlights are complimented by a halo effect along with the matching taillights. This rugged, yet functional truck is built on a high-strength steel frame and is expected to carry the sales leadership torch carried by the F-150 for over 30 years.
Ford CEO Alan Mulally calls the Atlas the “centerpiece of the Ford lineup“. It’s believed that the final version of the 2015 F-150 will closely resemble the Atlas concept with a few minor changes. It’s widely agreed that GM and Chevy’s offerings at this year’s auto show pale in comparison, which might indicate a rocky road ahead for the Sierra and Silverado.