Ford is set to debut its Ford Atlas Concept in the Middle East to showcase its design, capability, fuel efficiency and smart technologies for pick-up trucks.

It will be showcased at the Dubai Motor Show, starting on November 5 at the Dubai World Trade Centre.

“The Ford Atlas Concept previews the innovations that will transform what people expect from their pickup,” said Paul Anderson, Ford Middle East’s marketing director.

The pick-up truck was inspired by decades of listening to customers at the places they work and play. The result is a purpose-driven design with prominent wheel arches, a wide stance and chiseled grille – all to reinforce its functional Built Ford Tough image, said Anderson.

Designers enhanced truck functionality, while creating new advanced features. For example, multiple tie-down points are integrated within the cargo box walls and load floor, along with 110-volt electrical outlets in the cargo box to charge power tools. An integrated roof carrying system and hidden extendable ramps give the truck unique functionality for a variety of jobs, he said.

The interior is themed with structural styling cues and features the latest thinking in comfort, utility and refinement. Innovative, thin, lightweight seating in comfortable leather allows for extra legroom for rear passengers – along with integrated storage for smaller items, said a statement.

“Floating” instrument pods and glove-friendly buttons and controls keep the interior functional and ruggedly stylish, it said.

It features a next-generation EcoBoost powertrain, which introduces truck-enhanced Auto Start-Stop engine shutoff technology, which shuts off the engine when stopped in traffic to save fuel – and suspends the feature when the truck knows it is towing.

The EcoBoost engines use gasoline direct injection and turbo charging to deliver fuel-economy gains of up to 20 per cent and reduction of CO2 emissions of up to 15 per cent, compared with larger displacement engines.

It also includes aerodynamic elements that reduce wind resistance such as active grille shutters, active wheel shutters, drop-down front air dam and power running boards, to further save fuel.

Other features to improve productivity include dual-purpose tailgate step and cargo cradle, trailer backup assist, dynamic hitch assist, 360-degree point-of-view camera, LED headlamps and tail lamps, LED cargo box and side mirror lighting and hidden cargo ramps. - TradeArabia News Service