The first European show since the start of the pandemic, the IAA in Munich, which takes over from Frankfurt, welcomed nearly 400,000 real and virtual visitors. An audience that satisfies the organizers given that the exhibition will have been open to the public for less than 5 days.
The 2021 Munich Motor Show has already closed its doors. The mobility exhibition will only be accessible to the public for 4.5 days (opening at 2:00 p.m. on September 7). Nevertheless, the organizers are delighted to have welcomed around 400,000 participants.
Participants does not mean visitors …
To replace the Frankfurt Motor Show, the city of Munich and the organizers of the IAA 2021 had bet on the more global theme of mobility by adding to the world of cars that of bicycles. Enough to attract new visitors: 45% of them came to the show mainly attracted by the world of cycling *. The organizers, however, report participants and not visitors: this term thus includes people who have physically visited the various places (exhibition center, town center), but also those who have logged in to the online platform.
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Numerous tests carried out
This fair has also innovated by offering exhibitors two different and remote locations to set up their stands: one at the exhibition center, the other in the city center of Munich. To join these two areas, physical visitors had access to a fleet of more than 250 electric vehicles. Thus, nearly 7,000 tests were carried out.
The dream builders were missing …
With barely 400,000 participants, the IAA 2021 shows a drop in attendance compared to the last edition which took place in 2019 in Frankfurt (560,000 visitors). However, this exposure had lasted 10 days, more than double that of this year. Furthermore, the absence of many car brands did not play in favor of attendance: Ferrari or Lamborghini always attract car fans, although they often have to stay away from models.
See you at IAA 2023!
The organizers are already giving us an appointment from September 5 to 10, 2023 for a second edition of the Munich Mobility Fair. Until then, European automobile enthusiasts will meet at the Geneva Motor Show and then in Paris, for an unprecedented Mondial de l’Auto.
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*IAA 2021 sources
