Ford logoFord will not attend this year’s Paris Motor Show, citing a lack of new models for its non-appearance at the huge French biannual motor show.

“The news Ford will be making in the autumn does not coincide with Paris show timings,” Motoring Research was told.

That’s despite the show (being one of several) claiming to be the largest motor show in the world, with 1.2 million visitors (and over 10,000 journalists) attending in 2014.

A spokesman added to Automotive News the October show “didn’t hit the sweet spot – it’s about picking the right place and right way to deliver your news”.

Ford is instead turning to alternatives to the traditional motor show, as it targets a new and more tech-savvy audience. It will be a key exhibitor at this month’s World Mobile Congress in Barcelona, for example, with president and CEO Mark Fields delivering a keynote speech at the tech event.

The blue oval will also reveal a new car, new in-car infotainment technology and deliver the latest on its smart mobility solutions.

It’s all about focusing on “a more targeted marketing spend,” the spokesman said.

The news Ford will not be at the Paris Motor Show comes as the firm unveils a voluntary redundancy programme in Europe and vows to cull slow-selling, unprofitable models.

This is part of its accelerated efforts to improve profitability in Europe: after years of big losses, Ford posted a $259 million profit in Europe for 2015.

The firm will, however, be at the Geneva Motor Show 2016, which opens its doors at the end of the month.