DUBAI, UAE – Ford unveiled the Atlas Concept in the Middle East yesterday to showcase for the region the attributes that will define future pickup trucks. The Atlas Concept introduction was held ahead of next week’s Dubai International Motor Show.
“The Ford Atlas Concept previews the innovations that will transform what people expect from their pickup,” said Paul Anderson, Ford Middle East Marketing director. “With 36 years as America’s best-selling pickup, we are absolutely committed to setting the agenda in the truck market and are happy to premiere Ford Atlas Concept in the Middle East. Every surface and feature in the vehicle has been crafted for purpose and capability while retaining an unmistakable Built Ford Tough look.”
To emphasize the vehicle’s toughness, the Atlas Concept made its debut in a graffiti-laden urban parking structure surrounded by people in work clothes and hard hats. A ceremonial chain was cut In lieu of a traditional ribbon-cutting.
The Dubai show is the largest motor show in the Middle East – more than 100,000 visitors are expected to check out 76 vehicles making their regional debuts, 16 making their global debut and 13 never-before-seen concept cars. Ford is well-prepared to compete for attention, however. Not only is it introducing the Atlas Concept to the region, it will showcase an F-150 Platinum and Ford Ranger pickup, showcasing its full lineup of Built Ford Tough trucks at the show, which runs Nov. 5-9 at the Dubai World Trade Center.
The Ford Atlas Concept is 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. The Atlas Concept lived up to that image as it burst onto the scene through a fake wall.
This is the first time the Atlas Concept has been shown outside North America. Ford truck enthusiasts attending the Dubai show can check out the Atlas Concept and get their photo taken together with friends and the legendary truck by taking part in the Ford Atlas studio and then share it on their social channels.