VDA: We will choose the best location for the new IAA concept

Frankfurt am Main/Berlin, 14. Oktober 2019

VDA Managing Director Dr. Martin Koers meets with Frankfurt’s Mayor Peter Feldmann: Frankfurt is still in the running, but we are examining other attractive options

Today Dr. Martin Koers, Managing Director of the German Association of the Automotive Industry (VDA), met with Peter Feldmann, Mayor of Frankfurt, Uwe Behm, Member of the Executive Board of Messe Frankfurt GmbH, and Ulrich Caspar, President of the Frankfurt am Main Chamber of Commerce and Industry, in the City Hall of Frankfurt am Main. Afterward Dr. Koers stressed that “The IAA Cars has been held in Frankfurt am Main since 1951. Frankfurt, with its hub of international transport connections and wide-ranging cultural activities and gastronomy, is an internationally recognized trade fair location. Not for nothing is the IAA often called the ‘Frankfurt Motor Show.’ The contract with Messe Frankfurt, signed in March 2011, runs until the end of 2019 and covered the IAA in 2013, 2015, 2017 and 2019.”

“Like the entire automotive industry, the IAA is evolving – from an exhibition into a comprehensive platform where all the relevant players in sustainable, individual mobility are present – manufacturers, hi-tech companies, suppliers, mobility service providers, and startups. This was already seen and experienced at the IAA 2019, and it sets the IAA apart from all other mobility events and motor shows,” Dr. Koers underscored.

“The OEMs and suppliers in the VDA all support the IAA and are convinced of its relevance. In close cooperation with our member companies in the VDA, we are currently developing a new concept for the IAA 2021. We want to make the IAA so attractive for everyone that the manufacturers who did not attend in 2019 will return as exhibitors in 2021. Another feature of the transformation of the IAA is that it continues to move from being a pure automotive exhibition into interactive formats that encourage dialog and promote genuine experiences. Today we are keeping to the trade show site, but tomorrow we also want to take new mobility beyond the grounds, into the city and to the people,” said Dr. Koers, explaining the strategic approach.

He added that the question of the location will be clarified in the VDA once the new IAA concept has been elaborated and decided. That will probably be early next year. “Frankfurt is still in the running, but we are also examining other attractive options and holding discussions with several cities,” Dr. Koers stated. The decision on the location also depended on the extent to which the new approach – bringing new mobility into the city and to the people – would be supported by the hosting city itself in the long term. “We will choose the location that offers the best conditions for the new IAA,” Dr. Koers said.