Ford Motor Company (F  ) has partnered with the Walt Disney Company (DIS  ) for the unveiling of Ford's newly modernized line of Bronco SUVs. The partnership by Ford and Disney is an attempt to unveil the new Bronco family of vehicles in an alternative format amid the ongoing coronavirus pandemic.

Ford is set to unveil the new Bronco family of SUVs on July 13 across Disney's various outlets, including Disney+, ABC, ESPN, Hulu, and others. The company worked with Disney's creative division to create a series of special three-minute videos featuring various celebrities. The videos are set to play in commercial breaks starting at 8 p.m. on the night of July 13.

The videos will direct viewers to Ford's website, where additional information will be available alongside more detailed content about the Bronco. On Ford's website, visitors will also be able to pay $100 to reserve a Bronco.

"We absolutely intend on putting our best foot forward and making sure that the Bronco gets the glory it deserves. We're so excited about this partnership that's so unique with Disney to co-create it," says Ford Marketing Head Matt VanDyke. "We think it will draw a huge amount of additional interest to our own properties and just make this reveal one that we'll never forget."

Ford had initially planned to reveal the new Bronco at the Detroit Auto Show. However, the onset of the coronavirus pandemic led to the cancellation of the event. The new Bronco family, a modern rendition of a classic Ford SUV, was announced back in 2017. The announcement garnered a great deal of attention among car enthusiasts and members of the media at the time. The partnership for the unveiling itself came to light several weeks ago, with the unveiling initially slated to take place on July 8, but was later changed due to the unveiling sharing the date with the birthday of OJ Simpson, who famously attempted to flee the Los Angeles Police Department in a white Ford Bronco in a 1994 pursuit.