Ford talks trucks at the Detroit Auto Show

Ford is known for putting on a glitzy press conference at the Detroit Auto Show.

The media and auto industry officials filed into Joe Louis Arena to see what the company would unveil.

Company officials spent a good portion of the 25 minute press conference showing off their new line of Transit vans.

But the sparks flew when they lowered their concept truck, the "Atlas," from the ceiling of the arena.

Take a look:

Why trucks? Well, a good portion of the company's profits come from their truck line, with the Ford F-150 leading the way.