2013 Dubai Motor Show. Ford Atlas Concept

Ford unveils the new Atlas Concept – and a future design for the company’s trucks – at the 2013 Dubai Motor Show.

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The new (and enormous) Ford Atlas Concept is a design vision for Ford trucks in the future – indicative of the company’s ‘Built Ford Tough’ mantra – yet still showcases technological advances for the marque and its strive for greener motoring.

Amongst the most significant elements of the Ford’s Atlas concept (which stood alongside the company’s well-regarded F-150 Raptor during the opening days of the Dubai Motor Show) are the squared wheel arches, aggressively cut front grille and headlights, wide stance and reflective silver paint finish. Other significant elements that further emphasise the rolling concept’s capabilities include multiple tie-down points for improved load holding, a 110-volt electrical outlets in the cargo box to charge power tools, and thin, lightweight seating in comfortable leather which allows more legroom.

Thanks to the EcoBoost powertrain mounted in the engine bay – a prominent feature of Ford’s current roll-out, exemplified by the EcoBoost engine that was also on display – the Atlas utilises active grille shutters, which automatically remain open when extra engine cooling is needed; a drop-down front air dam, which improves upperbody aerodynamics (somewhat) at speed; power running boards, which automatically tuck in when on the move to reduce drag. This helps reduces the Atlas’ fuel economy by 20 per cent.

Oh, and it’s big. Really quite big.

Categories: Road


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