During the 2021 SEMA Show, we didn’t realize that we’d be walking through Ford’s gigantic display in the Las Vegas Convention Center’s Central Hall for the last foreseeable time. We would have savored it a bit more. Made official today by the SEMA organization, Ford Motor Company (as well as Honda) have opted to not have a display at the 2022 SEMA Show taking place November 1-4.
Updated: We reached out to Ford for comment on the matter, and here’s what they had to say:
We are refining our approach to the annual SEMA Show to better reach and highlight how customers can personalize their Ford vehicles today and tomorrow. Our new approach showcases our winning portfolio of Cars, Trucks and SUVs and the comprehensive catalog of Ford Performance Parts and Accessories that customers can purchase online or from their local Ford dealer.
Ford will still have a presence at SEMA, but instead of our traditional displays, we look forward to showcasing our winning portfolio of vehicles in select displays at the show and digitally online. We will share more details closer to SEMA.
The official announcement from SEMA reads as follows:
Due to a change in corporate strategy, Ford and Honda will not be displaying at the 2022 SEMA Show. We appreciate their long-time support, and while many of us are going to miss their participation at this year’s Show, we are excited to see the Show take on a new look in Central Hall. SEMA will continue to collaborate with both Ford and Honda on various SEMA programs, such as Tech Transfer and Measuring Sessions in 2022 and beyond.
With so much brand momentum led by the Ford Bronco, Ford Maverick, Ford Ranger, Ford F-Series, and Ford Mustang, this news comes as a huge surprise.The Ford Bronco took home a SEMA award from last year’s show, and many aftermarket industry insiders expect(ed) the mighty Maverick to steal the 2022 show. That’s not to say the Bronco, Maverick, Mustang and others won’t be scattered across the SEMA Show floor, just don’t expect them to be displayed by Ford in any official capacity.
For the past few years, Ford Performance carried a dominant presence during the SEMA Show. Especially for 2021. Not only was the show floor display commanding Central Hall, but Ford rallied its crew of celebrity drivers like Vaughn Gittin Jr. to perform on a massive skid pad outside the convention center. And, new for 2021, Ford added the “Bronco Experience” that let the public take a ride through an obstacle course in a new 2021 Ford Bronco, allowing them to see its capabilities firsthand.
No immediate explanation is available from Ford as to exactly why it pulled out of the 2022 SEMA Show. But perhaps it has something to do with the company posting a net loss of $3.1 billion USD during the first quarter of 2022, including a loss of $5.4 billion on the company’s 12% stake in Rivian. That’s compared with a net profit of $3.3 billion during the same period a year ago.