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Ford Atlas Concept Truck Makes Private Appearance

Posted in Features on May 3, 2013
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This week, Ford truck marketing executive Doug Scott rolled into town with a little surprise for the truck people here at headquarters. After stirring up the crowd at the weekly Cars & Coffee cruise at Ford headquarters in Irvine, CA, the bold concept made its way north to Motor Trend’s Wide Open Throttle studios for a round table discussion. Scott and the Atlas and usual W.O.T. suspects Edward Loh and Jonny Lieberman, along with Truck Trend editor Allyson Harwood and Four Wheeler’s own John “Hollywood” Cappa were invited to take their place at the table and join the truck-centric discussion.

Scott and Loh got the ball rolling with discussion about the Detroit Auto Show and whether or not it was a conscious decision to totally upstage the debut of the new GM truck product. Scott maintained that that was not the plan all along but admitted that some dramatics were added when they realized the fortunate timing. The rumor of Atlas’ all-aluminum construction was addressed, with Scott stating that the weight savings was not significant. Ford was still very much on track with their sustainability plan of shaving 250-750 lbs. from the entire Ford line.

Cappa moved the conversation along by reminding us that the Atlas was just a concept, while Dodge was busy raising the bar in towing capacity and GM had a full redesign and three different drivetrains. Scott was confident that Ford still offered the best overall combo of horsepower, torque, payload, and fuel economy in the fullsize truck market. The question of a 1/2-ton diesel to the line was posed, as well as an inquiry about Ford coming back into the mini truck market. While diplomatic with his “No” answers, he did not shut the door on either of these possibilities in the future.

The conversation definitely got us wondering what the next generation F-Series will look like. And if the Atlas is any indication of that, it’ll be sure to turn some heads.

Check out the full episode of Wide Open Throttle featuring our own John Cappa!

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