The automaker mentions the fast pace of changes in the automotive industry to justify its decision.
Car shows have been declining in popularity for a while and are just about to come back after a 3-year break.
The Calgary auto show was cancelled due to a lack of participating automakers.
Amid news that various auto shows across Canada are reopening after three years of pandemic-induced cancellations, Ford has just announced it is pulling its support for every Canadian auto show in 2023.
This means that neither Ford nor Lincoln vehicles will be exhibited at any auto show held in Canada next year unless local dealerships team up to present some of their own cars on a case-by-case basis.
To justify its decision, Ford of Canada says that the automotive industry is changing rapidly and the investments needed for the transition to electric power have led it to find new ways to connect with buyers.
This news is a blow to auto show organizers around the country as they have been trying to find ways to attract more visitors due to the decreasing popularity of these events with the public, especially since it comes shortly before the auto show season is set to begin.
Indeed, the Montreal Auto Show is planned for the end of January 2023, the Toronto Auto Show will go ahead in February, and the Vancouver Auto Show will be held in March.
Ford is not the only automaker to forgo major auto shows since more and more brands have chosen to skip some events in the last few years, so much so that the 2023 Calgary Auto Show was cancelled earlier in the month due to a lack of automaker participation.