IAA – Mobility in All its Facets

Looking back at the IAA Concept Release event: the IAA’s new concept will showcase modern mobility and unite opposites.

New concept. New city. New thinking – The new concept for the IAA was unveiled in Munich on July 1, 2020. The “Concept Release” can  be viewed on iaa.de. Alongside the most important players – the VDA and Messe München – the guests included Bavarian Minister-President Markus Söder and Lord Mayor of Munich Dieter Reiter.

The protagonists in the IAA Concept Release

From left to right: Klaus Dittrich, Dr. Markus Söder, Hildegard Müller und Dieter Reiter.

The new trailer summarizes the new IAA mentality: modern mobility is diversity, it unites – and overcomes the “either-or mentality.” Mobility is not a choice between the city and the country. Or between e-bikes and cars. It is always both. VDA President Hildegard Müller stressed: “The IAA 2021 will give extensive coverage to the topics of climate protection and sustainability – with clean, efficient powertrains and vehicles of the latest generation, and with a comprehensive mobility mix including passenger cars, e-bikes, e-scooters and local public transport.”


IAA 2021 Trailer Video

From the show grounds to the city

Right from the outset, the new IAA is seeking dialog. The concept for 2021 is intended to stimulate constructive discussions, facilitate encounters and assume an active role in resolving social challenges. The IAA will be directly integrated into the city of Munich and will invite the public to take part. In this way, the IAA will expand not only its range of topics, but also its physical presence.

Mobility first – IAA opens up to all aspects of mobility

The new IAA 2021 will cover the entire mobility chain. Everyone who wants to shape mobility can become part of the event. Micromobility, local public transport, bicycle manufacturers, technology firms – the diversity of mobility knows no bounds. Established brands will rub shoulders with startups, and automobiles will appear beside other players from the whole mobility sector. The IAA is not closing up, but becoming a constructive partner for discussions and activities.


„The modern trade show is a platform that expands its relevance, and makes content and topics accessible on a digital extension all year round.“

Klaus Dittrich

Chairman and CEO at Messe München

Conclusion: the IAA 2021 wants to connect

The IAA is diversity & focus – The IAA is opening up to the city and making mobility accessible to a wide public. The demands of the target groups will be addressed by the division into the Open Space and the Summit.

The IAA is dialog & experience – The mix of interaction, ongoing development and the enjoyment and experience of new forms of mobility create the basis for a successful event.

The IAA is a platform & responsibility – The IAA will continue its existence beyond the duration of the core event. It will drive the development of a city with over a million inhabitants into a smart city with intelligent traffic concepts.