Automotive News reports that Ford’s decision was made because the Geneva Show’s timing didn’t fit their models’ launch schedule, and therefore wouldn’t represent good value.
“It costs a sizeable amount of money,” a Ford of Europe spokesman said. “If you’re not going make a return on the investment in terms of media attention or people on the stand, why do it?”
Instead, the Blue Oval will host its own event in spring with an emphasis on new electrified models. The company will also skip the Paris Motor Show in October as it has in previous years, but 2019 will be the first year it misses the Geneva motor show.
Ford’s planned ‘Go Further’ event will take place in Europe and will be similar to past events where it revealed models like the Mondeo, Mustang and Fiesta. The 2019 debuts include a yet-unnamed new model and will focus on hybrid and electrified cars. Ford is reportedly going to reveal its first mild-hybrid passenger model, as well as a plug-in hybrid version of the Transit van.