The IAA is back on schedule this year. For the first time, the car fair will not take place in Frankfurt, but it is now also known that the event will by definition be very different from normal.
A year ago it was announced that the IAA would no longer take place in Frankfurt in the future. Ultimately, Munich was chosen as the site of the traditionally well-attended motor fair. What one could not have suspected at the time is that the next edition would be very uncertain due to a pandemic that has been running for almost a year. It is now forcing the organization to make adjustments to the fair that is scheduled for 7 to 12 September. It is physically held in Munich in stripped-down form. An important part will soon take place virtually, so it was learned Automotive News from the organization.
The reason for keeping it small in Munich is of course the constant uncertainty surrounding the corona virus. It is hoped that the larger virtual aspect will also make the fair ‘more attractive for exhibitors and visitors’. The former in particular is still a hot topic. For the time being, German manufacturers such as Volkswagen Group, BMW and Daimler have registered and Ford and Hyundai are also there, but large parties such as Stellantis, Toyota and Renault are still missing. Volvo is not there either, Polestar is. The hope is that they might be poking for the virtual part.
In recent years, more and more manufacturers have refrained from physical presence at a car fair. The exhibition costs are often relatively high compared to the revenues. The corona crisis shows – to make matters worse for trade fairs – that presentations can also be done digitally. By responding to this, there may be a (albeit limited) role for car shows in the future.