Struggling IAA seeks customer attraction during challenging periods

IAA Mobility Auto Show Highlights Electrification and Innovation

The IAA Mobility auto show in Munich is once again the centre of attention for the automotive industry, showcasing the latest advancements in technology and sustainability. This year's event is particularly significant, with more Chinese companies participating than ever before.

Among the notable attendees are electric carmakers BYD and Xpeng, joining established players like Mercedes-Benz, BMW, Volkswagen, and Audi. Each company is showcasing their innovative solutions for the future of mobility.

Mercedes-Benz is making waves with their electric GLC, featuring a screen over a meter wide - the largest ever in a Stuttgart car. The vehicle also boasts a newly designed radiator grille, deviating from previous electric EQ models.

BMW is presenting the iX3, their first mass-produced model of the Neue Klasse, at the show. The new iX3 offers improved efficiency, thanks to more efficient batteries and powertrain, resulting in shorter charging times. The range of the BMW iX3 has increased to an impressive 800 kilometers.

Volkswagen Group is presenting four electric entry-level models from VW, Škoda, and Cupra. Among them is the ID.Polo, expected to start at around €24,500. The official world premiere of the ID.Polo is set for next May, with sales starting in autumn 2026.

The Volkswagen Group is also focusing on software updates to enhance cars' driving behavior, safety features, and infotainment systems, keeping vehicles fresh even years after purchase.

The automotive industry is positioning itself for the future with technologies like "by-wire" steering and braking, which send electrical signals to motors that move the brakes and wheels. This technology offers weight savings, interior flexibility, quick, precise reactions, and real-time adjustment of braking and steering behavior.

However, the road to electrification is not without challenges. German automakers are under significant pressure due to electric mobility not progressing as expected, fewer car sales, especially in the crucial Chinese market, and recent U.S. tariffs. The same can be said for suppliers, with many companies implementing cost-cutting measures and job reductions.

Despite these challenges, the IAA Mobility auto show remains a beacon of hope, focusing on new sensors and assistance systems, more efficient electronics, and sustainable materials. The event serves as a reminder that the automotive industry is constantly evolving and pushing the boundaries of innovation.

As for the speaker expected to open the IAA Mobility Auto Show in Munich in 2026, the name is not yet available in the provided search results. But one thing is certain - the future of mobility is here, and it's electric.