Although Ford's Titanic pickup is new to the world, heads are being turned and awards are being won. Indeed, Autoweek Magazine declared the vehicle its “most significant pickup” at the auto show. Despite being a concept vehicle, experts are predicting that the Atlas will provide a glimpse into the revamped F-Series trucks coming in 2015. If this is true, it seems likely to continue Ford's multi-decade dominance of the pickup market.
Beyond being a forecast of things to come, the Atlas also pushes and pulls at the boundaries of what drivers expect out of their trucks, from technology, hauling/towing capabilities, and fuel efficiency.
In describing their affection for the Atlas, Bob Gritzinger, executive editor at Autoweek, declared its success as due to the “things you don't see.” Of particular note were improvements that yielded an improved fuel efficiency, such as a retooled design, aerodynamic body structure, and a generally lighter frame. Merging these advancements with the Atlas's EcoBoost engine and start-stop technology, Ford is clearly looking to give truck drivers something they didn't know they needed.
Although often found in hybrid vehicles as one of their many methods of energy conservation, the start-stop technology can be used in gasoline driven vehicles like pickups as well. The technology does need to be tweaked somewhat in order for the Atlas to offer performance fitting the F-Series.
While the Atlas has earned its accolades, Autoweek's praise is nothing new for Ford vehicles, as this is the sixth year in a row in which one of their vehicles has been named in the magazine's Editors' Choice Awards.
For more information on the Ford Atlas, readers have been asked to contact the sales team at River View Ford. They have served the greater Chicago area for years, relating news of new vehicles such as the Atlas as well as providing new and used vehicles and reliable auto service. Their dealership can be found at 2200 US Route 30 in Oswego.