Ford’s Bronco Reveal Suggests Debut Of 3 Models In New SUV Lineup - Forbes
Posted: 02 Jul 2020 12:00 AM PDT
Update 7/6/20: Ford confirmed that the new 2021 Bronco family will consist of three vehicles at launch: A four- and two-door Bronco and a smaller Bronco Sport, previously referred to as the "Baby Bronco." All models will be offered in four-wheel drive only.
Ford Motor Co. today announced that the reveal of its highly anticipated 2021 Bronco SUV lineup will be shared across three of Disney Media Networks premiere broadcast, digital, cable and streaming platforms.
The debut will take place on ABC, ESPN and National Geographic during the 8 a.m. EDT programming hour on Monday, July 13. Each network will air one of three unique three-minute films at the start of their first commercial break.
The new Bronco and a smaller "Baby Bronco" were initially scheduled to be revealed at 2020 North American International Auto Show in Detroit this summer, which was cancelled due to the coronavirus pandemic. Recent intelligence has suggested the Bronco lineup may include a third Bronco vehicle. The three-film approach supports the theory.
The short films will capture a sense of adventure to "bring Bronco to life," said Jim Farley, Ford's chief operating officer, pointing to the Bronco as an icon that has inspired Americans to pursue exploration since the 1960s.
Academy Award-winning director and cinematographer Jimmy Chin created the films in collaboration with Disney CreativeWorks and the Ford team. Chin also is a known photographer and professional climber.
The ABC film places the Bronco with country music singer Kip Moore and will air during the broadcast of the Country Music Association's "CMA Best of Fest" concert.
The ESPN film pairs a "different Bronco model" with professional climber Brooke Raboutou and will air during "SportsCenter."
The National Geographic film spotlights yet "another Bronco" with Chin to air during "National Parks: Yosemite." Chin also is slated to appear on NatGeo's Instagram account for other Bronco-related content, including posing as a judge for a hashtag challenge contest.
All three films will be available on-demand on the Hulu streaming service on Tuesday, July 14.
While the auto industry continues to adjust to the current climate, it's interesting to note this isn't the first time that Ford has leveraged a synchronized mass television buy to reach consumers. The original Ford Mustang, which arguably instigated as much pre-launch buzz as the new Bronco, was presented in a commercial that aired simultaneously on all three major television networks the night before it hit showrooms in 1964. The Mustang took the title of the best-selling compact car in America after only six weeks on the market and went on to sell four times Ford's original sales estimates for the first year.
Still, it remains to be seen if the new Bronco(s) will capture the national zeitgeist with the same precision and resultant success as the original Mustang. Regardless, it will make for some entertaining viewing.
Ford will begin taking Bronco reservations accompanied by a 0 deposit when the first film airs. Ford also will share additional Bronco details simultaneously with the launch across its own social channels.
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