DETROIT -- Ford is trying to keep its rivals at bay with a concept that hints at the look of the next F-Series pickup.

The Ford Atlas – unveiled Tuesday at the Detroit auto show – has a chiseled design and a bigger, more elaborate grille.

Ford is emphasizing fuel economy. The Atlas has shutters on the grille and wheels that close automatically, improving aerodynamics. The new truck will also weigh several hundred pounds less and have a more efficient engine.

Ford won't say when the new truck will go on sale, but it's likely to be a 2015 model.

But the company wants buyers to know what's coming as competition heats up in the pickup market. General Motors is bringing out new pickups this spring and the Ram is also newer.

Also on HuffPost:

ford atlas concept 2013 auto show
(AP Photo/Carlos Osorio)



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  • William Clay Ford Jr

    In this photo provided by the Ford Motor Co., William Clay Ford Jr., Executive Chairman, Ford Motor Company, sits in a 1903 Ford Model A, the oldest surviving Ford product at the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. The Ford Motor Company was created June 16, 1903 and car production started in July. This car is the third vehicle assembled on the first day of production. It was built at the Mack Avenue factory in Detroit and is owned by Mr. Ford. (AP Photo/Ford, Sam VarnHagen,)

  • Rocking Out With The New Corvette C7

    The 7th-generation Chevrolet Corvette, the C7, is revealed to the media at the Russell Industrial Complex Jan. 13, 2013 in Detroit, Michigan. The redesigned 2014 Corvette was revealed at a preview of the 2013 North American International Auto Show, which opens in Detroit January 14th. (Photo by Bill Pugliano/Getty Images)

  • Franz von Holzhausen, Chief Designer, Tesla Motors talks about the doors on the Tesla Model X at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • The Hot Wheels edition of the Chevrolet Camaro sits on an oversized track that appears to swoop down from the ceiling at the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. General Motors Co. last year announced it would sell the vehicle with Hot Wheels logos and other toy-inspired touches such as red-lined wheels. (AP Photo/Carlos Osorio)

  • The BMW Concept 4 Series Coupe is displayed at the 2013 North American International Auto Show media preview January 15, 2013 in Detroit, Michigan. Approximately 6000 members of the media from 68 countries are attending the show this year. The 2013 NAIAS opens to the public January 19th. (Photo by Bill Pugliano/Getty Images)

  • A headlight on the 2014 Acura RLX is shown at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • The Lexus IS 300h debuts at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • The Batman-decorated Kia Optima is displayed at the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. The comic inspired auto at the South Korean automaker's exhibit was created to promote an effort to fight hunger in Africa. Features include Batman symbols inside and outside on the Optima and was created as part of a partnership involving DC Entertainment. The "We Can Be Heroes" effort is promoted in part by the use of Justice League characters. (AP Photo/Carlos Osorio)

  • Bob Lutz of Via Motors speaks withan actor portraying Thomas Edison about electric cars at the 2013 North American International Auto Show in Detroit, Michigan, on January 14, 2013. (STAN HONDA/AFP/Getty Images)

  • The Cadillac ELR debuts at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • VIA Motors' High-Flying Conference

    Trapeze artists Marina Luna, left, and Cameron McHenry of Duo de Luna perform at the opening of the VIA Motors news conference on Monday, Jan. 14, 2013, at the North American International Auto Show in Detroit.

  • The Green Lantern-wrapped Kia Soul is on display at the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. The Batman-decorated Kia Optima and the Green Lantern-wrapped Kia Soul are at the South Korean automaker's exhibit to promote an effort to fight hunger in Africa. Features include the Green Lantern's symbol on the Soul's wheels. The vehicles were created as part of a partnership involving DC Entertainment. The "We Can Be Heroes" effort is promoted in part by the use of Justice League characters. (AP Photo/Carlos Osorio)

  • Acura NSX

  • The Nissan Resonance Concept hybrid-electric vehicle is revealed at the 2013 North American International Auto Show media preview January 15, 2013 in Detroit, Michigan. Approximately 6000 members of the media from 68 countries are attending the show this year. The 2013 NAIAS opens to the public January 19th. (Photo by Bill Pugliano/Getty Images)

  • Dieter Zetsche, Diane Kruger, Joshua Jackson

    Dr. Dieter Zetsche, Chairman of the Board of Management of Daimler AG, Head of Mercedes-Benz Cars, center, speaks with actress Diane Kruger, left, and actor Joshua Jackson, right, at the debut of the Mercedes-Benz 2014 E-class at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Ford Motor Co. unveils the Atlas concept pickup during the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Carlos Osorio)

  • Man on stilts at the Detroit Auto Show.

  • Tesla Motors

    Franz von Holzhausen, Chief Designer, Tesla Motors speaks at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013.

  • Peter Schreyer, Meet Peter Schreyer

    Peter Schreyer, right, President and Chief Design Officer for Kia Motors, looks towards a model sporting a video images of himself at the Kia unveiling during the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013.

  • All-New Acura MDX Concept

  • Ford Transit Concept Wagon

  • Ford Atlas Concept

    The Ford Atlas concept was revealed Tuesday, Jan. 15, 2012. (AP Photo)

  • Nissan Verde Note

    The Nissan Versa Note is revealed at the 2013 North American International Auto Show media preview Jan. 15, 2013 in Detroit, Michigan. (Photo by Bill Pugliano/Getty Images)

  • Shelby shows off their turbocharge engine in new Focus ST1.

  • North American International Auto Show Held In Detroit

    Al Castignetti, Vice President and General Manager Nissan Division, introduces the Nissan Versa Note at its reveal at the 2013 North American International Auto Show media preview Jan. 15, 2013 in Detroit, Michigan. (Photo by Bill Pugliano/Getty Images)

  • Nissan Resonance

    The Nissan Resonance debuts at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • Volkswagon Beetle

    A dancer performs near a Volkswagon Beetle at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Corvette All Lit Up

    Light projected on the soon to be unveiled 2014 Chevrolet Corvette Stingray, the night before press previews start at the 2013 North American International Auto Show in Detroit, Michigan, Jan. 13, 2013. (Stan Honda/AFP/Getty Images)

  • Chevrolet Unveils New Corvette, The C7

    Mark Reuss, General Motors' President of North America, unveils the 7th-generation Chevrolet Corvette, the C7, to the media at the Russell Industrial Complex Jan. 13, 2013 in Detroit, Michigan. The redesigned 2014 Corvette was revealed at a preview of the 2013 North American International Auto Show, which opens in Detroit January 14th. (Photo by Bill Pugliano/Getty Images)

  • The Acura NSX Concept is shown at media previews for the North American International Auto Show in Detroit, Tuesday, Jan. 15, 2013. (AP Photo/Paul Sancya)

  • Corolla Furia Concept

    A journalist photographs Toyota Division General Manager Bill Fay as the Corolla Furia Concept is unveiled during the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Carlos Osorio)

  • Bentley's GT Speed Convertible

    Bentley Chairman and CEO Wolfgang Schreiber unveils the GT Speed Convertible during the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Carlos Osorio)

  • Hyundai Genesis HCD-14 concept car

    The Hyundai Genesis HCD-14 concept car is unveiled at the North American International Auto Show, Monday, Jan. 14, 2013, in Detroit, Mich. (AP Photo/Tony Ding)

  • Stars Come Out To Auto Show

    Diane Kruger, Josh Jackson and Bruce Hornsby make an appearance at the Mercedes-Benz press conference. (NAIAS Photo)

  • Mercedes Holds Event Prior To Start Of Auto Show In Detroit

    Dr. Dieiter Zetsche Chairman of the Board at Mercedes-Benz introduces the 2014 CLA at the North American International Auto Show on January 13, 2013 in Detroit, Michigan. The auto show will be open to the public Jan. 19-27. (Photo by Scott Olson/Getty Images)

  • Hyundai Genesis HCD-14 concept car

    The newly unveiled Hyundai Genesis HCD-14 concept car, sporting "suicide doors", at the North American International Auto Show, Monday, Jan. 14, 2013, in Detroit, Mich. (AP Photo/Tony Ding)

  • North American International Auto Show Ford Exhibit

    Cars are displayed at the Ford exhibit at the 2013 North American International Auto Show media preview at the Cobo Center January 14, 2013 in Detroit, Michigan. Approximately 6,000 members of the media from 68 countries are attending the show this year. The 2013 NAIAS opens to the public Jan. 19th. (Photo by Bill Pugliano/Getty Images)

  • GM Leaders React

    General Motors Senior Vice President Mary Barra, left, President of North America Mark Reuss, center, and Cadillac Chief Engineer David Leone react after the Cadillac ATS is named North American Car of the Year at the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Carlos Osorio)

  • Karmin's Amy Heidemann performs at Detroit NAIAS 2013

    Karmin's Amy Heidemann performs at the launch of the Mercedes CLA class car at a press event on the eve of the 2013 North American International Auto Show in Detroit, Michigan, Jan. 13, 2013. (Geoff Robins/AFP/Getty Images)

  • The BMW 4 Series Coupe Concept

    The BMW 4 Series Coupe Concept appears on display at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Mercedes Chairman Of The Board Launches CLA

    Mercedes Chairman of the Board Dr. Dieter Zetsche speaks at the launch of the company's CLA class car on the eve of the 2013 North American International Auto Show in Detroit, Michigan, January 13, 2013. (Geoff Robins/AFP/Getty Images)

  • 2013 Jeep Compass

    The 2013 Jeep Compass is introduced at the North American International Auto Show, Monday, Jan. 14, 2013, in Detroit, Mich. (AP Photo/Tony Ding)

  • GM Chair And CEO Akerson Meets With Press

    Daniel F. Akerson, General Motors Chairman and Chief Executive Officer speaks to reporters at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Honda Urban SUV Concept

    The Honda Urban SUV Concept is shown at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Infiniti introduces 2014 Q50

    Infiniti introduces the 2014 Q50 to replace their best-selling G sedan at the North American International Auto Show on Jan. 14, 2013 in Detroit, Michigan. (Photo by Scott Olson/Getty Images)

  • Lincoln MKC Crossover Unveiling

    The new Lincoln MKC crossover concept vehicle makes its world debut at the media preview of the 2013 North American International Auto Show at the Cobo Center January 14, 2013 in Detroit, Michigan. Approximately 6,000 members of the media from 68 countries are attending the show this year. The 2013 NAIAS opens to the public Jan. 19th. (Photo by Bill Pugliano/Getty Images

  • Lincoln MKC Crossover Concept Vehicle

    The new Lincoln MKC crossover concept vehicle makes its world debut at the media preview of the 2013 North American International Auto Show at the Cobo Center Jan. 14, 2013 in Detroit, Michigan. (Photo by Bill Pugliano/Getty Images)

  • Engineer David Leone With Cadillac ATS Prize

    Cadillac Chief Engineer David Leone kneels in front of the Cadillac ATS which was named North American Car of the Year at the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Carlos Osorio)

  • Getting Perspective On The Mini

    The Mini exhibit appears on display at media previews for the North American International Auto Show in Detroit, Monday, Jan. 14, 2013. (AP Photo/Paul Sancya)

  • Unveiling of the Shelby GT500 Super Snake Mustang

  • 2014 Jeep Grand Cherokee

    The new 2014 Jeep Grand Cherokee makes its world debut at the media preview of the 2013 North American International Auto Show at the Cobo Center Jan. 14, 2013 in Detroit, Michigan. (Photo by Bill Pugliano/Getty Images)