With a diverse array of themed experiences in the city centre, on the Blue Lane and at the exhibition centre, the car manufacturer is making its transition towards a zero-emissions, sustainable and digital future emotionally tangible. The central message is “Lead in Electric”. Mercedes-Benz is showcasing the entire breadth of its current and future electric mobility portfolio. Seven out of ten premieres are purely electric models. This clearly shows how electrification is gaining further momentum across all brands.
“The concept of the IAA MOBILITY 2021 draws on aspects of our appearances at the IAA 2017 and 2019 in Frankfurt, where we addressed new target groups with a dialogue-based and experiential format and focused on topics of social relevance. We therefore welcome the new IAA Mobility format,” says Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG. “In Munich, we are creating communal spaces where people can interact. We’re generating an all-encompassing and contemporary brand experience, and offering innovative, sustainable and digital solutions and services for the mobility of tomorrow.”
For Mercedes-Benz, trade fairs are an efficient marketing instrument, because they allow many people to come into contact with the brand in a short period of time. Visitors can experience products and services as well as speak directly to experts. At the IAA 2019, for example, more than 561,000 people came to the Mercedes-Benz stand over two weeks. However, customer needs are changing. In light of this, it’s important to Mercedes-Benz to continue developing the trade-fair format in keeping with the zeitgeist and current issues facing society. The new IAA concept achieves this with its clear focus on sustainability and future mobility, as well as its variety of presentation options with Open Space, Blue Lane and Summit.
