2013 Detroit Auto Show: The 10 key models

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Ford Atlas Concept

REUTERS

Pickup owners are about as loyal as can be. But in case owners of the top-selling Ford F series are tempted by the redesigned Chevrolet Silverado or GMC Sierra, the Ram 1500 -- the newly crowned North American Truck of the Year -- or even the upcoming redesigned Toyota Tundra, Ford wants to remind everyone that a new F series is coming for the 2015 model year. The Atlas concept is loaded with technology -- active wheel shutters, an active front bumper spoiler and lightweight materials -- engineered to boost fuel economy. And there are lots of nifty tie-down hooks and other features for people who haul, tow and use their pickup like a Swiss Army Knife. The brash Atlas is as much a bold statement as Ford can make to keep rivals at bay and the F series atop the sales chart for years to come.

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