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Auto Shows Automess: IAA wants to convince with a new concept

19:20  24 july  2021
19:20  24 july  2021 Source:   handelsblatt.com

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The Autausesse IAA should become the folk festival for mobility. The industry association VDA wants to achieve such a broader target group and counteract the loss of meaning.

Die Automesse IAA findet 2021 mit einem neuen Konzept und erstmals in München statt. © dpa The Automesse IAA takes place 2021 with a new concept and for the first time in Munich.

Anyone who visits the International Automobile Exhibition (IAA) this year can test E-bikes in Munich's city of e-bikes, go to concerts, let themselves make up and discuss with climate activists. New cars in the exhibition halls are also available to see.

For the first time, visitors could also test cars on a special environmental track that connects the city center with the fair. It is about going to show the entire spectrum of "mobility of tomorrow," says Jürgen Mutel, Managing Director of the Automotive Association VDA, which aligns the IAA .

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With the new, broader concept under the name IAA Mobility, the industrial association wants to stand against the increasing loss of impact of the automatic exit and respond to the growing criticism of climate protectors in the industry. Over 500 manufacturers from almost 30 countries, including automakers such as Audi , BMW, Daimler, Ford, Volkswagen, Porsche, Renault and Hyundai, are represented on the Mobility Fair.

, however, important industry sizes such as Toyota or the Stellantis company are missing, including Fiat, Peugeot and Opel . Instead, the organizers were able to win technology companies such as IBM and Huawei . From the stand, the IAA also developed one of Europe's largest bicycle fairs.

Whether the concept arrives in visitors and pay off, but must still show. The responsible persons do not want to comment on the number of previous registrations or give a prognosis to visitor numbers or sales expectations. However, the organizers are still on acquisition until the end of July - an indication that they still see optimization requirements in the exhibitor field.

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trade fair business as an important economic factor for Munich

will be opened by the IAA on September 7, by Chancellor Angela Merkel. The fair is not only for Munich, but also for Europe the first major event since the outbreak of the Corona Pandemic, Stresses Tobias Gröber, division manager of the fair Munich. For the city, the trade fair business, from which hotels and restaurants benefit even in normal times, an important economic factor. Before Corona, "every euro sales at the Munich Munich triggered ten euros turnover at third parties," says Gröber. Whether this so-called detour tortability can also be achieved according to Corona is uncertain.

In good years, the IAA of the Messestadt Frankfurt and the region has shared sales of half a billion euros. But most recently, the former leading trade fair that takes place every two years has become enormous. Instead of a million audience, as at record times, only 560,000 visitors had come in 2019.

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In view of the declining public interest and high cost of exhibition stands, well-known automakers like Toyota had turned away. Suitable premieres such as the presentation of the futuristic Daimler concept vehicle AVTR will now often take place on the Technology Fair CES in Las Vegas.

Since the trade fair business for the industry association VDA is an important source of revenue, he moved in 2019 the emergency brake. Together with the member companies from the automotive industry, he developed the new concept. Munich received the surcharge to align the fair 2021 and 2023, and prevailed against Berlin, Frankfurt, Hannover, Hamburg and Stuttgart.

An uncertainty factor remains the pandemielage. The organizer plans with scenarios that are dynamically adapted to the development of incidences. Only on Tuesday the Bavarian Cabinet had given the green light that fairs in the Free State may take place again with a presence audience.

More: VW sends only its three main brands to the IAA to Munich .

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