The Bronco was slated to be unveiled at the 2020 Detroit auto show, which was canceled due to the coronavirus pandemic.
The Bronco is returning after being discontinued in 1996.
On Wednesday, Ford announced that it would reveal its much-anticipated new Bronco SUV in prime time, partnering with Disney and tapping the entertainment giant's multiple channels — broadcast, cable, digital, and streaming.
The Blue Oval and the entertainment giant will pull the cover off on July 13 at 8:00 p.m. ET. The content will move to Hulu on July 14.
Ford is expected to showcase a lineup of four-wheel-drive Broncos, rather than a single vehicle. The storied nameplate first appeared in 1965, but pioneering two-door SUV was discontinued in 1996. In 2017, Ford said that it was bringing the Bronco back.
The traditional reveal was supposed to happen in spring at the Detroit auto show, but the coronavirus pandemic compelled Ford to make a change (twice, actually, and the original date coincided with the birthday of O.J. Simpson, who infamously led police on a chase in a Bronco in 1994 in Los Angeles).
In a statement, Ford said, "Academy Award-winning director and acclaimed cinematographer, photographer and professional climber, Jimmy Chin, is collaborating with Disney CreativeWorks, Disney's award-winning creative agency, to co-create network reveal stories with the Ford team."
Revealing new vehicles amid a pandemic
Ford is getting good at unveiling new vehicles in a world that has made live events challenging. The carmaker revealed its critically important new F-150 pickup truck on YouTube on June 25.
"As a new era for Bronco begins, we're proud to tap the strengths of epic adventurers like Jimmy Chin and Disney storytellers to help bring Bronco to life and inspire millions of people to get out into the wild," Jim Farley, Ford's COO, said in a statement.
In terms of the particulars, Ford said the short Bronco films would be presented during breaks in programming for Disney major networks. On ABC, country music star Kip Moore will appear during "CMA Best of Fest," a three-hour broadcast concert. ESPN will air content in a break for "SportsCenter," and Chin will appear during a program titled "National Parks: Yosemite," on National Geographic's channel.
Ford plans to use YouTube and its own social-media accounts to promote the new Broncos.
"At Disney, we take pride in creating culture and leveraging our unrivaled portfolio of brands to authentically and creatively tell stories during meaningful moments," Disney Advertising Sales president Rita Ferro said in a statement.
"With Ford, we're reimagining what a product reveal can look like by drawing upon our best-in-class sports, entertainment and streaming brands to bring the new Bronco family to life in a way that honors its heritage and gives viewers an unforgettable experience."
If potential Bronco buyers like what they see, Ford said they could reserve a new SUV for $100.
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