DETROIT (WXYZ) - Ford introduced its concept pick-up truck, Atlas, during a presentation Tuesday inside Joe Louis Arena.
The new concept for the sales-leading F-150 pick-up features a new design and the next generation eco-boost engine.
“This is a very important product for us,” said Mark Fields, Ford’s Chief Operating Officer. “It cuts to the heart of the DNA of a big part of our company and we take our leadership very seriously.”
Fuel efficiency and smart technologies are built into the concept vehicle along with other capabilities that Ford believes are a vision for the future.
“We always come out as a leader with concepts to gauge reaction and help to use that, not only reaction from the design but also the features that we’re showcasing with vehicles... power train and get feedback from consumers,” said Fields.
Ford has sold the most full-size pick-ups for 36 consecutive years.
The automaker also introduced new versions of its Transit Connect and Transit vehicles.
Ford sold 1.6 million commercial vehicles in 2012.
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Going to the Show
2013 Detroit Auto Show Dates
January 14-15: Media Preview
January 16-17: Industry Preview
January 18: Charity Preview Gala
January 19-27: Open To Public!
January 25: WXYZ Family Day
2013 Detroit Auto Show Hours
Wed, January 16: Noon - 9 p.m.
Thu, January 17: 7 a.m. - 9 p.m.
Fri, January 18: 6 p.m. - 9 p.m. (Black-tie)
Sat, January 19 - Sat, January 26: 9 a.m. -1 0 p.m.
(no admittance after 9 p.m.)
Sun, January 27: 9 a.m. - 7 p.m.
(no admittance after 6 p.m.)
The show takes place at Detroit's Cobo Center. For parking information and to purchase tickets in advance, visit the official NAIAS website.
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