By on March 13, 2020

The most anticipated new vehicle launch of 2020 will not go ahead as planned. Not unexpectedly, the debut of the (very) long awaited Ford Bronco, expected in the middle of next week, is now on the back burner.

Ford made the announcement Friday morning amid a rapidly growing crackdown on public gatherings and other measures aimed at halting the spread of COVID-19.

As reported by The Detroit News, word of the delay came during a conference call. “We have postponed it, and it will be rescheduled as soon as possible,” said company spokesman Mark Truby.

Earlier today, Ford, along with Fiat Chrysler and General Motors, placed new restrictions on domestic employees, restricting travel and instigating a work-from-home policy among white-collar staff. The big Bronco debut was to have taken place next Tuesday and Wednesday, encompassing a number of media events.

Returning to the lineup after a quarter-century’s absence, the Bronco (spied earlier this week sans camo) was to see its March debut followed up soon after by the Bronco Sport – a similarly styled but unrelated unibody model based on the Escape. That model also leaked to the internet this week.

When either of these two models will see the light of day, and where, remains to be seen. The upcoming New York International Auto Show, originally scheduled for the second week of April, also fell victim to the coronavirus outbreak, so that venue’s clearly out of the running. An online launch for both seems likely.

There shouldn’t be too long to wait before we learn more. Ford will want to get all of the Bronco hype (and reservations) out of the way before it unveils its next-generation F-150 later in the year.

[Image: Ford]

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12 Comments on “The Wraps Stay On: Virus Scrubs Ford Bronco Debut...”


  • avatar
    SCE to AUX

    You don’t need a public gathering to reveal a new product. These mfrs are way behind the times.

    • 0 avatar
      Lorenzo

      Actually, no. Vehicles “as seen on TV” have a lesser impact than seeing one on the road/stage. Pictures go only so far in impressing people. Limiting in-person exposure to auto writers is dicey, since public opinion can be dramatically different from writers’ impressions.

      • 0 avatar
        SCE to AUX

        Less effective is better than zero. Besides, most of the buying public’s introduction to a new vehicle is a TV ad or in-person at the dealer – not an auto show, and not at TTAC.

        The mfrs should just start running ads that actually tell you something about the vehicle, unlike most of the crap they run today.

        And BTW, asking the potential customer to visit their local Ford dealer may be a bad move with the national shutdown, so offering online ordering sounds much more attractive.

      • 0 avatar

        VR headset may help. 20th century is behind us. You do not need to be physically present.

        • 0 avatar
          Art Vandelay

          I own a VR headset (2 actually if you count my old HTC Vibe). I am willing to bet I am in a distinct minority.

          I’m not even sure that is the issue. In order to render it on the true to life manner that something like an auto reveal would want, I don’t think your little cardboard cutout that holds your phone deal will do it. I run a GTX 1080Ti and when I go max settings I can induce stutter. You can buy more GPU now, but that is still way more than 99 percent of computers have today.

          VR is still a generation from being mainstream at a minute (though combined with a nice driving rig it is much fun)

  • avatar
    Lie2me

    Yea, Ford, I knew this wouldn’t happen as planned

  • avatar
    brn

    Great! This way we get even more teasers.

  • avatar

    No point of revealing vehicle if it is not available for purchase. Within month everybody will forget it.

    • 0 avatar
      DenverMike

      Forget what? Anyone that cares has already seen it. Besides, we’re not the Meat and Potatoes of the market and they don’t follow auto news and such.

      Their first encounter with an all-new model will be on the street, ads or even on the showroom when shopping for something else.

      The true fanboys/girls will mostly be patient 2nd or 3rd owners anyway.

  • avatar
    PrincipalDan

    Eh… shoot a video, put it on YouTube, 99% of the press will just release you press release anyway and call it “news”.

  • avatar
    SuperCarEnthusiast

    “ We’re curious to see how it stacks up against the Jaguar I-Pace, Audi E-Tron, and Tesla Model X when deliveries begin this fall.”

    The Tesla Model Y has just been delivered to the public! Model Y is the direct competitor to the Mach E!

  • avatar
    cprescott

    From what I saw of the early glimpses of the Bronco et al, if Ford hadn’t recovered the Bronco, my cat would have done so in her litter box.

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