There’s a lot of missing lunches in Detroit, each and every one eaten by Ford. Last week it was F-150, this week they’re pre-announcing their great secret—Bronco. Oh, not just Bronco but a baby Bronco a.k.a. Bronco Sport and hinting a Bronco pickup. It’s enough to make you lament what Chevrolet could have done with the Blazer name.

On the 13th of this month all America, and the world, will be able to watch the unveiling of the “Built Wild” Bronco in two-door and four-door models, with a Bronco Oval badge (not Ford!) and every one equipped with four-wheel drive, standard.

Branding, Branding, Branding, what else could you expect from the company that builds Mustang? Ford assures us that the new, body-on-frame Bronco is far tougher than its 1996 predecessor, has G.O.A.T (go over any type of terrain) capability, and includes “New Off-Roadeo outdoor adventure playgrounds in four U.S. locations starting next year; owners and enthusiasts can test the new Bronco lineup in challenging terrain and experience authenticity in the wild…” and an, uhhh, independent Bronco Nation online community.

Never, ever think Ford is ignorant of off roading. I cut my OR teeth at Ford’s lamentably discontinued engineering driving school and at the long-departed Explorer Rendezvous.

So, I’ll be watching tonigh at 8:00 p.m. EDT, picking among National Geographic, ESPN or ABC. Will you?

From Ford:

See the Bronco reveal in real time on Ford’s social media channels beginning at 8:00 PM EDT/7:00 PM CDT.

Additionally, the Bronco product family debut will be featured in custom short films airing across multiple Disney networks in the 8:00 PM EDT hour. Specifically:

  • ABC: All-new Bronco 4-door will be featured in a 3-minute film starring country music singer Kip Moore during “CMA Best of Fest,” the Country Music Association’s three-hour concert experience, airing at approximately 8:09 p.m. EDT
  • ESPN: Film featuring the all-new Bronco Sport model and professional climber Brooke Raboutou will air during “SportsCenter,” at approximately 8:09 p.m. EDT
  • National Geographic: Academy Award-winning director and acclaimed cinematographer, photographer and professional climber Jimmy Chin will spotlight the all-new Bronco 2-door model during “National Parks: Yosemite,” at approximately 8:13 p.m. EDT
  • Hulu: All of these films will be available on Hulu starting Tuesday