INTERVIEW: Bringing the mobility industry together at IAA MOBILITY 2023
Running 5-10 September 2023, IAA MOBILITY is the first follow up for a show that broke the mould in 2021 by placing bicycles and cars alongside each other as part of the future’s mobility challenges. It was a roaring success – despite taking place in the aftermath of Covid lockdowns, visitors in their thousands attended the full programme of conferences and perused the aisles, networking with fellow mobility industry execs.
In the region of 400,000 visitors came along to the show, hailing from 95 countries. Its media reach was pretty impressive too, up to a potential 137 billion, putting it on a comparable footing to the Olympics and European Soccer Championships.
“But of course, we’re not resting on our laurels,” IAA MOBILITY Director Christine von Breitenbuch tells CyclingIndustry.News. “We want to build on this success in 2023. This year’s main theme is ‘experience connected mobility’. This illustrates really well that we want to bring everyone together who’s working for the mobility industry.
“For us, it’s very important that we come from car show that ran for 120 years, but we changed completely to a mobility platform. We opened up to everyone who’s interested in future-oriented and sustainable mobility. For us, the main thing is to bring them together to connect them on different levels. So, it’s about the mix and the different mobility providers, but it’s also the connections for the right context; Sometimes you use a car, sometimes we use a bike, sometimes we use public transport.
“It’s the perfect format to connect everything that people have the choice of moving the choice to move for sustainable mobility. And this is what we aim for. And our conference actually does the same. Like our cycling community, they come together, you see some lurches from past few spots where we can’t see but often grows as well. So that’s a thick mix and industry come together. So, this is our goal.
Speaking of mixing things up, IAA MOBILITY has made some important tweaks from 2021, including greater integration between the cycle and automotive stands, all thanks to client feedback.
“In 2021 we had them separated, but this time, at the Summit, we mix it up completely… all different kinds of brands and branches of the mobility industry. That extends to our Open Space programme. We’ve got a test track in Munich’s English garden, so people can go sightseeing and take a bike along with them. If you live in Munich, you know that is one of the best places to test your bike and enjoy the nature and see the really Bavarian spirit.”
The past few years have reliably been pretty disrupted, 2023 is in a grip of a tough economic climate that is very different to that of 2021. Is that going to affect the performance of IAA MOBILITY 2023?
“We think especially in economical difficult times, a platform on which business and politics can exchange ideas and work out solutions, addressing challenges together is very, very important. And it’s crucial to collaborate and experience change across the industries, and across countries as well. We are delighted that this year we have a high percentage of international exhibitors, around 50 percent. And we are expecting also a high percentage of international visitors, who will be bringing their ideas together. I think we have to, if we want to find solutions to the questions we’re all facing, we have to do it together and find a way to talk about it.
“We want to invite everyone who’s interested to come and join us and talk with us; with the experts, with the politicians, with scientists and leaders of the industry. On the one side, IAA MOBILITY is very professional where there’s a Summit and Conference with a lot of content where you can get inspired and you can bring that home and it can help you in your daily business.
“But you will have great networking experiences. You have the opportunity to join us in the middle of the city. You can have a very nice week, with concerts, we have three concerts we have everything you can experience, you have a lot of choice of cycling friends, which you can test and try and can enjoy the surrounding as well. So, there’s something for everyone. We invite everybody to come here and to enjoy and to work with us on the mobility of the future. We want to find a solution which fits everyone.”
There’s more from IAA MOBILITY Director Christine von Breitenbuch in the upcoming issue of CyclingIndustry.News. Don’t get a copy? You can subscribe here (for free if you’re in the trade).
