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.