What Does Ford’s Absence Mean for SEMA 2022?

Keith Urban's 1969 Ford Mustang
Ford’s 1978 F-100 Eluminator Build

For attendees of the annual Specialty Equipment Marketing Association (SEMA) Show, the Ford booth often serves as the north star of the event. Located smack in the middle of central hall, it has always dominated the main show area with its blue glow and ever present announcements, not to mention show vehicles demonstrating the latest efforts from the Blue Oval.  But this year, show goers — and those who play along at home — will be left without the blow glue.  Ford, and fellow big dog Honda, have decided that they will not be SEMA staples this year.

According to SEMA’s latest press release, “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.”

Two major OEMs pulling out of the event will definitely signal a sea change as other manufacturers look around and try to interpret what it means for the auto industry as a whole? Is it the end times? Is it really Ford restructuring and Honda trying to save money? Is it an industry looking at how marketing an ever expanding electric space should be handled? Is there better value to be had with a presence at smaller, more specialized events? Or is it a combination of all three and more, including a response to 2021’s more sparsely attended show in comparison to pre-pandemic numbers?

While speculation runs rampant, the show will go on. Chevrolet, Stellantis and Toyota will returns amongst others, and Volkswagen is taking the opportunity to display as a newcomer.  For actual show attendees — buyers, media and industry personnel there to spot trends — Ford and Honda’s absence may not make much difference. While obviously offering show pieces (including the epic outside exhibits showcasing the vehicles in action), the large OEM booths are often simply that — Show Pieces. The real business of SEMA happens between buyers and smaller manufacturers trying to get their name out.

“With more than 1 million sq. ft. of exhibitor space already committed, enthusiasm for the 2022 Show continues to be stronger than last year as “confirmed spaces are running 25% above 2021” explained Warren Kosikov, SEMA vice president of sales.  It may mean more literal and metaphorical space for new products and manufacturers, new events, and new faces entering the automotive aftermarket space. The potential is there.

Still, it’s hard to envision a celebration of the aftermarket without Ford’s presence, particularly as the company continues to innovate in the EV, hybrid and aftermarket space.  The blue glow will be missed, even as media and manufacturers speculate on who and what will fill the gap.

About Andreanna Ditton 308 Articles
Andreanna Ditton is the Editorial Director and Editor-in-Chief for the Internet Brands Automotive Classifieds Group, of which RacingJunk is the flagship site. She has worked in the automotive publishing industry since 2007, focusing on racing and performance issues.

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