Ford showed a pre-production prototype to a group of dealers in March 2019. On November 1, 2019, an announcement was made for a spring 2020 reveal, intended for the 2021 model year. Originally scheduled for a March 2020 unveiling, the Bronco was unveiled on July 13, 2020, following multiple delays, mostly in relation to the global COVID-19 pandemic; Ford unintentionally scheduled the unveiling for July 9 (the date of O.J. Simpson's birthday). On March 27, 2021, at the Barrett-Jackson Scottsdale Auto Auction, the first production Bronco, a First Edition, sold for $1,075,000 with all the funds going to a charity Ford helped establish to help preserve forests.