Ford has confirmed that it will skip the 2019 version of the Geneva International Motor Show in March, claiming that attending the Swiss show would not provide a solid “return on the investment”.

"It costs a sizeable amount of money," a spokesperson for Ford of Europe told Automotive News Europe.

"If you're not going make a return on the investment in terms of media attention or people on the stand, why do it?"

The Blue Oval brand, which also again plans on giving the Paris show a miss in 2019, says it will instead stage its own event focusing on electrified vehicles in Europe, likely after the Geneva show.

"By delaying it, you get more coverage for potentially less spend," the spokesperson said.

In addition, as many as nine major automakers will not be attending the 2018 iteration of the Paris Motor Show in October.