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Ford Motor Company Is Sitting Out The 2016 Paris Motor Show

Ford Motor Company has made the decision to sit out this year’s Paris Motor Show – or the “Mondial de l’Automobile,” as it’s more formally known – as the automaker formulates a new approach to marketing in France.

Other major automakers that have elected not to attend the 2016 Paris Motor Show include Volvo, Aston Martin, and Rolls Royce, reports Automotive News. The decision essentially largely comes down to the expense of attending, and the questionable return on investment; putting up a temporary pavilion can cost an automaker millions of dollars and might not even prove as effective as some other, less-expensive means of marketing.

Instead of paying to play at the Paris Motor Show, Ford is spending some 50 percent more on “experiential marketing” this year, says Automotive News, including marketing tactics such as inviting French consumers to take day-long test-drives across the country. The automaker has also made a point to increase its presence at technology-oriented shows, like Spain’s Mobile World Congress last February.

Two years ago, the Paris Motor Show had an attendance of around 1.25 million people, making it the largest expo of its kind in 2014, and there’s no sign that the show this year will be any less immense. But as to whether the droves of visitors translate into plentiful sales for automakers, Ford and at least a handful of others have their doubts.

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

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