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B2C Formats

Engage in profound dialog with the public and make your products and new technologies tangible. We create opportunities for social exchange with the general public. Discover the new B2C formats Open Space, Open Space Extended, the Blue Lane and the Summit Weekend B2C.

The IAA 2021 brings mobility to everyone

We take our exiting B2C formats straight to the public. In the heart of the city of Munich, the IAA MOBILITY 2021 presents itself to the visitors. The Open Space, Open Space Extended, the Blue Lane and the Summit Weekend B2C focus on consumers, while the Summit and the Conference address the B2B attendees. The Blue Lane as a test track for sustainable technologies and the Open Space in Munich’s city center will transform the IAA 2021 into a mobility experience for B2C visitors. New technologies to experience and participate in, in real-life settings.

Open Space - Mobility meets Everybody

Take tomorrow’s innovative mobility to where it will be lived – in the city. The IAA Mobility Open Space will take place in the most prominent squares of Munich’s city center: Marienplatz, Wittelsbacherplatz, Odeonsplatz, Residenzhöfe, Marstallplatz, Max-Joseph-Platz, Königsplatz. In contrast to static trade fair staging, dialog and entertainment-focused elements as well as future-oriented products will be in the foreground in the Open Space. In addition, the showcased mobility solutions will be made tangible directly on site, whether on the Blue Lane or on micro-mobility routes and circuits.

Blue Lane - Transfer & Test Track

The Blue Lane connects the Summit on the exhibition grounds with the Open Space in Munich’s city center. The 12 km lane is both a transfer route and the ideal test track for your products. Taking some of the most attractive routes in the city, the Blue Lane is the quickest way to make sustainable, future-oriented mobility an experience. The Blue Lane offers the perfect conditions to convince visitors of the advantages of your vehicle by offering exciting, real-life driving experiences.


Mobility on demand in three parts


  • Demonstrate your new vehicles and technologies. The Blue Lane provides you with the perfect route along the autobahn and inner-city streets for zero-emission and high occupancy vehicles. The pilot project begins in 2021 and is set to become an established highlight in Munich.


  • Do you need to move quickly between locations? No problem – use the IAA metro connection between the Summit and the Open Space.

Micro mobility:

  • Participate and help shape a new, interactive mobility concept today! Secure a place for your products and excite your target audiences in the urban setting of the Blue Lane. Dynamic circuits on Brienner Straße and Hofgartenstraße provide space to experience all types of vehicles – from e-bikes to e-scooters - in different situations.

Open Space Extended: The B2B2C area at IAA MOBILITY

The Open Space Extended will take place on the exhibition grounds in Munich. This area is an extension of the Open Space, close to the Summit.

The Open Space Extended is used by exhibitors who want to address both B2B and B2C target groups. Trade visitors with a Summit ticket as well as end consumers have continuous access to the area. The Open Space Extended also opens on September 6th, the press and media day, for press activities by the exhibitors.

This area will include the exhibitor segments bikes, sports cars and motor racing manufacturers, tuners, aftermarket and classic cars.

The following exposés are available for more information on the segments:


Sports cars


Register your stand at the Open Space Extended.

The outdoor area is all about experience. Here, exhibitors have a variety of opportunities to present their products. Exhibitors can participate in various formats such as the test track, the bike parcours and the aviation area. These formats enable exhibitors to make their latest products and technologies accessible and tangible to IAA visitors.

Your contacts for questions are Jessica Delvos and Bastian Dietz for the bike circuit.

Summit Weekend B2C

On the weekend, you can present yourself not only to the attendees, but also to consumers who love mobility. From Friday, September 10 at 14.00 h, visitors have access to all halls at the Summit. Use the opportunity to present yourself as a brand and as an employer to a broader public.