IAA Mobility uses cycling exhibitor feedback to optimise 2023 concept
Following the ground breaking September 2021 IAA Mobility show – which, for the first time, brought Auto and Cycling industries together under a shared ‘mobility’ heading – organisers sought specific feedback from cycling exhibitors, with the clear aim of further improving IAA Mobility 2023.
The below overview of details for IAA Mobility 2023, held in Munich from the 5th-10th September, has been announced, aligning the future concept with the 2021 feedback:
- No separate halls for cycling brands, rather one big mobility cluster.
- There will be a mix of mobility segments (both on the trade fair ground and the inner city Open Spaces) meaning that cycling brands will be located directly next to automotive- and other mobility brands.
- Pre-built booths are no longer obligatory, yet still available. Individual booth construction will be possible.
- The main focus will remain on complete bike brands, but in 2023 more parts and accessories players will also be exhibiting.
- Not only consumer brands will be on display; manufacturers and suppliers will also be present. These will be located close to their general tech-, mobility- and automotive-counterparts.
Cycling Industry Round Table
Messe München will host an industry round table in Q1 2022, featuring workshops focussed on pain points and needs in relation to all B2B2C event platforms. The 2021 evaluation identified this as a valuable opportunity to continue strengthening the cycling industry’s presence at the tradeshow, and to finalize the 2023 IAA MOBILITY offering in detail by the end of Q2 2022. This event will be open for all interested cycling industry players, and the invite will be sent early 2022.
Jürgen Mindel, Managing Director German Association of the Automotive Industry comments: “Last September, the IAA MOBILITY proved that the future of mobility must be thought of in terms of all modes of transport. We are pleased that the bike area had such a great turnout at the premiere, both from visitors and the media. For the coming IAA MOBILITY in 2023, we want to further develop the experience for visitors in direct exchange with the exhibitors. We are already looking forward to this”.
Tobias Gröber, Executive Director Business Unit Consumer Goods of Messe München points out: “2021 was a great start for the transformation of IAA into IAA MOBILITY. We are very happy that we were able to gather so many different stakeholders from the entire mobility sector. Some of them for the very first time. Yet we also know that we will have to continuously work on our offers, attract more mobility solutions and improve our platform according to the customer feedback. Mobility is a mega-trend and it is also clear that there is not a “one size fits all” solution”.
As Auto industry investment in cycling manufactures and retailers grows, this further integration of exhibitors reflects an increasing merging of sectors.
A solid example of this trend; Harley-Davidson reported $41.3 million in e-bike sales spanning 2019, 2020 and the first 3 quarters of 2021. The 1903 founded motorcycle business has clearly set out its electric future with both LiveWire e-motorcycles, and Serial 1 e-bicycles.
Photo credit: IAA Mobility 2021
