Ford has announced it will not be attending the 2019 Geneva motor show in March, as it doesn't align with the company's upcoming product launches.
Speaking with the UK's Autocar, a spokesperson for the Blue Oval confirmed the news, arguing the brand wants to spend its dollars elsewhere to get "more bang for our buck".
"We looked at all the things we had to do in 2019, and we’ve got a lot of stuff coming," the Ford spokesperson said.
"But the way our product cadence works, we didn’t feel that the Geneva timing met our requirements. Rather than go to Geneva with relatively small news, we would rather do something later that would give us more bang for our buck."
Geneva will be the second consecutive European motor show Ford has missed, after skipping last month's Paris motor show as well.
Numerous manufacturers have started following this trend, too, opting to not invest in the multi-million-dollar spends on motor show stands and instead host more interactive events with consumers outside these occasions.
Other absentees from Paris included Opel and Vauxhall, the Fiat Chrysler Automobiles group, Mazda, Volvo, and Nissan.