Toronto, Ontario — Ford Canada will be withdrawing corporate support from all Canadian auto shows in 2023, citing a change in business strategy.
“As the auto industry experiences change at a pace never seen before, Ford of Canada is transforming every part of its business,” company spokeswoman Lauren More said in an email to Automotive News Canada on Monday.
General Motors, Ford and Honda all announced their decision not to participate in SEMA 2022 this year, frequently citing a change in business strategy.
While auto shows have become more frequent since the end of pandemic era lockdowns, this has prompted some automakers to focus on other marketing alternatives.
With supply chain issues leading the closure of events like the 2023 Calgary International Auto and Truck Show, it is unclear how future shows will adapt to the changing marketplace.