Ford will not exhibit at the Paris motor show in October.
In what could be a significant development, the car-maker says the show does not fit in with its marketing plans for launches.
Held in the first two weeks of October, Paris is the biggest show in the world and the last time it was held in 2014 attracted over 1.2M visitors.
In recent years, Ford has chosen non-automotive shows to showcase its models and technology in the US and Spain.
Ford’s decision may force other car-makers to reconsider their position on motor shows where it costs millions of pounds to have a stand.
The French car makers are unlikely to pull out of their home show but other European, US and Far Eastern brands may ask if Paris is worth it for the returns they get.