And what better way to fuel up for the week ahead than a team meal of pork knuckle and a local Pilsner? As we tucked into our Bavarian feast, conversation turned to three big questions:
- How would new-gen Asian Original Equipment Manufacturers (OEMs) and suppliers show up?
- Will traditional European brands use the fair to demonstrate their relevance in the new world of mobility?
- Would electrification dominate the conversation as the headlines often suggest?
For those unfamiliar, IAA (Internationale Automobil-Ausstellung) is one of the world’s largest mobility trade fairs. The format is split between IAA Open Space – consumer-facing and scattered throughout Munich – and the B2B summit held at Messe München exhibition centre.
Danny Wong (TEAM LEWIS APAC), Louis Jerome (TEAM LEWIS UK), Sebastian Vonderau (TEAM LEWIS Germany).
Given TEAM LEWIS’ experience in the automotive/mobility space – from e-bikes to hybrid SUV’s; mapping tech to EV infrastructure; Europe to China – as an IAA team, we were excited to learn more about the focal points for brands in the sector; whether these conversations married up to the concerns of our clients; and meet new experts in the space.
Here are my takeaways…
Priority polarisation
Porsche. Bentley. Renault. Some of the biggest names in the sector, but nowhere to be seen in the Messe München hall. Instead, they channelled all their efforts into the Open Space section – a clear signal of shifting priorities among legacy car makers.
This was perhaps the most interesting observation: while traditional manufacturers like Volkswagen and BMW still impressed in the B2B area, the most memorable/visible stands belonged to newer OEMs. Chinese brands like AVATR, Changan and XPENG stole the show with breathtakingly premium real estate. Turkish brand Togg also impressed with an engaging, moving light show-style ceiling.
Our TEAM LEWIS truck drove through IAA Open Space, promoting our latest automotive consumer study findings.
Recent TEAM LEWIS consumer analysis found that, for European audiences, the car remains a status symbol. The level of premium production at both IAA Open Space and Messe München underlined a shared awareness: it’s not just about the cars – it’s about showing up in the most desirable way possible.
At the Open Space, Porsche’s fun-fair themed activation and Ford’s racetrack area (where visitors raced miniature cars on a custom-built track) made it clear: traditional brands focused on engaging consumers, keeping themselves front of mind and relevant. Meanwhile, newer brands focused more on developing strong B2B connections – laying groundwork to shift the European market as we’re already seeing with MG, BYD and Chery Group.
European brands like Stellantis-owned Opel focused on wowing at IAA Open Space.
Separation… anxiety?
As I visited exhibitions across the vastness of Messe München, I couldn’t help but notice a subtle separation between European and Asian brands. Not quite Brexit-levels of noticeable separation, but there were definite geographical ‘themes’ in certain areas.
European OEMs and Tier 1s seemed to group together, exuding confidence, but also a hint of nervousness – a sense of needing to shift things up, show up, and team up in new ways to ensure the European industry’s success. The competition is only heating up and it’s exciting for the sector.
Reading about the automotive sector’s shakeup is one thing; seeing it in person is something else entirely.
AVATR and CHANGAN’s impressive Messe München stands gathered large crowds.
It’s not all about EVs
The dominant topic in the news is the rise in Electric Vehicle (EV) manufacturers and EV tech. And yes, electrification was a major IAA theme. But two things surprised me
- There was still plenty of new combustion engine technology on show, just as much as electric tech. The overarching theme running was efficiency – how it translates to business and consumer benefits, regardless of energy source.
- The abundance of autonomous driving technology was impossible to ignore. Having worked with clients like BlackBerry QNX, TEAM LEWIS is no stranger to this space, but the number of competitors surprised me. Mobileye’s stand, complete with a VW van showcasing their latest self-driving tech, was a highlight. Innoviz, MicroVision and DeepRoute.ai also filled the halls with autonomous driving tech conversations.
MicroVision’s lidar detection technology showcase at IAA.
My final two cents
IAA Munich 2025 showcased a sector in flux. Challenger brands are raising the bar in the software-defined vehicle space and beyond. While legacy players are rethinking how they engage both B2B and B2C audiences. Electrification is still a hot topic, but efficiency is just as important. The mobility sector is speeding forward faster and more aggressively than ever.
Want to stand out in the mobility sector? Check out our mobility page to learn more.
