It was there, and there are holes...just hard to see in that pic. Absolutely pissed me off about that plate. First, plenty of options for Ford to mount it and they drill it in the bumper? Second, it's riveted? I found out that gem after I disassembled the entire bumper to unbolt the bolts that were holding it on, only to see there were no bolts. Ended up drilling the bastards out. Did that and all the dealer installed advertising the first day of ownership.