Automotive industry association VDA announced that the 2021 IAA (Internationale Automobil-Ausstellung) will be organized in Munich instead of its traditional location in Frankfurt.
Germany’s biennial auto show aims to position itself as the leading trade fair for mobility in smart cities, attracting startups and stimulating social debate over mobility issues, with auto industry, academics and politicians for debates and presentations.
The revamped show will have a sharper focus on a limited number of innovative concepts that can highlight future trends.
The association wants to give the show the same event-like character found in popular tech shows such as the Web Summit, while attracting the same kind of well-known speakers and leading minds that attend the World Economic Forum in Davos, Switzerland.
“Trade fairs are undergoing a transformation. With more and more consumers informing themselves online and shopping for the best prices before purchasing a car, traditional auto shows no longer offer the same value. You better interact on line with customers 24 hours a day, when exhibiting during 2 long weeks for exhausted visitors is a bit obsolete.
“The Summit must be the Davos for mobility, where the who’s who meet each other,” said the VDA speaker. “That’s why the Summit is not meant to be the largest auto dealership in the world where the complete model range is on display, rather the latest in technological ideas can be found.”
Consumers will be able to inform themselves of the latest trends in various parts of Munich under the umbrella “Open Space” where artwork, entertainment and food can be enjoyed as well. A proving ground called the “Blue Lane” will give the chance to experience the latest trends in low-emissions mobility.
