Frank Wald: The IAA should no longer be called the IAA

Is the IAA still a motor show?

Always embarrassing when it turns out that what you pretend to be is not really what you are - as has recently been exemplified by some of our supposedly promoted or prominent politicians. Even when visiting this year's IAA Mobility in Munich, the impression remains that people adorn themselves with foreign feathers. In contrast to the trade fair name - and especially in comparison to previous events in Frankfurt - this International Motor Show does not live up to its name or its claim.

It is not international, or only to a limited extent, because most of the foreign car manufacturers are not even there. The Japanese are completely absent, as are the Americans (except for the verge stand of the Ford works from Cologne in Hall B1) and Volvo. The complete absence of the newly formed Stellantis group also tears large gaps with its brands Peugeot, Opel, Fiat, Citroen, DS, Alfa Romeo, Jeep, Ferrari and Maserati. From an OEM point of view, one can speak of a German trade fair with one Korean, one French and one Chinese manufacturer. The VW brand is also present at the exhibition grounds from the VW Group, Audi, Porsche and Cupra are spread across the city center, Skoda, Seat, Bentley or Lamborghini are not even there.

Author Frank Wald

Accordingly, few cars can be seen at all. The remaining manufacturers sometimes have only three or four models on the stands. And if so, then only politically correct in one or the other electrified form. The series and volume models, however, which will actually be on the streets soon and which should be of interest to the majority of potential customers, are missing or do not fit into the exhibition concept of the trade fair organizers. And as far as the exhibition concept is concerned, the concept of small presentation areas, flanked by a large number of large and small parcels for suppliers, specialists and start-ups, some of which only have to show a single product, application or app, is not a joy either at.


What might be interesting for one or the other journalist is likely to cause bitter disappointments on the coming public days. Just imagine the car-loving visitors to the past IAA, who from Uckermark, Lüneburger Heide, Ems or Sauerland make the long journey to the white sausage metropolis, pay 20 euros for a day ticket and then only get a politically correct selection of cars get to see. Or find out that they have to go to the congested city center of Munich to even see a Porsche, Audi or Cupra. Not to mention the many dream cars and spectacular studies that you never drive, but at least want to marvel at up close. The disappointment is programmed there.

Car fans will be disappointed

Even if it is understandable that VDA and Messe have taken the sonorous brand name IAA, which has grown over the decades, with them to Munich. The specific expectations that have also arisen over time and are associated with this abbreviation are neither fulfilled nor satisfied in the current orientation. The fancy addition "Mobility" is simply not enough. Consequently, a new name should have been created for the new approach, which makes the realignment clear: “Automotive Summit”, “Mobility and More” or something similar. Then the number of visitors would probably have finally collapsed, but you wouldn't have to fear long faces either. (aum / Frank Wald)



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