What IAA MOBILITY does

IAA MOBILITY is a biennial trade show and conference platform organized by the Verband der Automobilindustrie e.V. (VDA), Germany's automotive industry association, in partnership with Messe München GmbH. Founded in its current form in 2021 as the rebranded successor to the historic Internationale Automobil-Ausstellung (which originated in 1897), the event relocated from Frankfurt to Munich and broadened its scope from passenger cars to the full mobility ecosystem, including cycling, micromobility, smart infrastructure, and connected mobility services. The platform comprises four core formats: IAA Summit (a B2B professional exhibition at Messe München), IAA Open Space (a B2C public engagement program across Munich city center landmarks), IAA Conference (a multi-stage program featuring roughly 500 speakers), and IAA Experience (interactive test drives and demonstrations). IAA MOBILITY 2025 concluded recently, and IAA MOBILITY 2027 is scheduled for September 7-12, 2027.

The platform monetizes through exhibitor stand packages (25m² and 40m² Summit stands plus 4-16m² startup packages), paid speaking slots on the conference stage (€10,000-€29,500 with multi-edition discounts for prior exhibitors), sponsorship of branded event areas (Networking Area, Recharge Area, etc.), professional and private visitor tickets, and structured networking formats such as Networking Tours and Speed Talks. Distribution combines enterprise field sales teams at Messe München and VDA - with sector-aligned key account managers covering Automotive, Tech & Digital, Smart Infrastructure, and Cycling & Micromobility - alongside self-service registration portals and a ticket shop. Digital extensions include a Conference Mediathek on Demand, the BCG-co-produced Visionary Club Podcast (Season 3), and an online exhibitor directory, creating a year-round content layer beyond the biennial event window.

The customer base spans global automotive OEMs and tier-1 suppliers (Volkswagen Group, BMW, Expleo), mobility technology and services companies, startups, infrastructure providers, and end consumers reached through IAA Open Space. No venture capital, private equity, or external institutional investment is involved; ownership and strategic direction remain entirely with VDA, led by President Hildegard Müller and the VDA Board of Management (Dr. Marcus Bollig, Andreas Rade, Jürgen Mindel). The proprietary technology base is described as an event platform and conference management system without disclosed AI/ML components.

Name

IAA MOBILITY

Legal name

Verband der Automobilindustrie e.V. (VDA)

Website

https://iaa-mobility.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

IAA MOBILITY is a biennial trade show and conference platform organized by VDA (German Association of the Automotive Industry) with Messe München, serving global mobility stakeholders through B2B exhibition (IAA Summit), B2C public engagement (IAA Open Space), a multi-stage conference, and test-drive experiences in Munich.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibitor Stand Fees: Revenue from exhibitors renting booth space at IAA Summit (B2B) and IAA Open Space (B2C), including stand packages in sizes from 4m² (startup) to 40m² (standard).
2. Conference Speaking Slots: Revenue from paid speaking opportunities at IAA Conference, including 30-minute slots (€29,500-€19,000), 15-minute slots (€16,000-€10,000), Masterclass formats (Deep Dive €8,000, Workshop €12,000), and stage package bookings.
3. Sponsorship Packages: Revenue from sponsoring various event areas including Networking Area, Recharge Area, Social Areas, Startup Get Together, and Summit areas with exclusive naming rights and branding opportunities.
4. Visitor Tickets: Revenue from professional visitor tickets and private attendee tickets for accessing the event venues and conference sessions.
5. Networking Format Fees: Revenue from specialized networking formats including Networking Tours (guided tours with up to 7 exhibitors) and Speed Talks (short focused meetings), with registration through official IAA MOBILITY ticketshop.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

IAA MOBILITY is a biennial mobility trade show held in Munich, organized by the German Association of the Automotive Industry (VDA) and Messe München. It offers four core event formats: IAA Summit (professional B2B exhibition at Messe München), IAA Conference (multi-stage conference program with approximately 500 speakers), IAA Open Space (B2C public engagement across Munich city center), and IAA Experience (interactive test drives and demonstrations). The event combines exhibition space rental, sponsorship packages, paid speaking opportunities, and visitor ticketing across the automotive, mobility technology, smart infrastructure, cycling, and micromobility sectors.

Product overview

IAA MOBILITY is a biennial mobility event organized by VDA (German Association of the Automotive Industry). The 2027 edition runs September 7-12, 2027 in Munich. The offering is a multi-format platform comprising four core event formats: IAA Summit (professional B2B platform at Messe München), IAA Conference (multi-stage conference program with ~500 speakers), IAA Open Space (B2C public event in Munich city center), and IAA Experience (interactive test drives and demonstrations). Digital services include the Conference Mediathek on Demand, Visionary Club Podcast (produced with BCG), and the Exhibitor & Partner Directory. Sub-products include various participation packages (Stand Packages, Startup Packages), speaking formats (Speaking Slots, Masterclasses, Corporate Reverse Pitches), and experience offerings (Test Drives, Cycling Tracks).

Differentiator

Problem solved

Functional benefit

Brands

• IAA Summit: The professional B2B platform of IAA MOBILITY held at the Messe München exhibition center, focusing on industry professionals, decision-makers, and media representatives.
• IAA Open Space
• IAA Conference
• IAA Experience

Products and services

• IAA Summit The professional B2B platform of IAA MOBILITY held at Messe München exhibition center. Offers exhibition spaces, networking areas, meeting rooms, and various sponsorship opportunities for industry professionals from the automotive, mobility technology, smart infrastructure, cycling, and micromobility sectors. Next edition scheduled September 7-12, 2027.
• IAA Conference Conference program within IAA Summit with multiple stages and forums featuring around 500 speakers including CEOs, thought leaders, and industry experts discussing mobility, technology, sustainability, and smart infrastructure.
• IAA Open Space B2C-focused public event held in Munich city center bringing mobility directly to people through exhibition areas, test drives, and interactive experiences at prominent city locations including Hofgarten, Königsplatz, Ludwigstraße, Odeonsplatz, Residenzhöfe, and Wittelsbacherplatz.
• IAA Experience Interactive formats making mobility innovations tangible through practical experiences including test drives, cycling tracks, micromobility demonstrations, and ADAS showcases from the exhibition grounds into Munich city.
• IAA Conference Mediathek on Demand

Quantifiable outcome

• 500+ speakers including CEOs and industry thought leaders
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• BCG (Boston Consulting Group)coreStrategic or Co-development PartnerStrategic collaboration for the IAA Visionary Club Podcast Season 3. BCG and IAA MOBILITY co-produce podcast content featuring discussions on mobility trends and future developments, positioning both organizations as thought leaders in the mobility space.
• Messe München GmbHcoreStrategic or Co-development PartnerCo-organization partnership for IAA MOBILITY events. Messe München provides venue access (Messe München exhibition grounds) and sales infrastructure including dedicated sales team for exhibitor acquisition and sponsorship sales.
• VDA (Verband der Automobilindustrie e.V.)coreStrategic or Co-development PartnerVDA is the organizing association behind IAA MOBILITY, responsible for strategic direction, industry relationships, and overall event management. Located at Behrenstr. 35, 10117 Berlin.
• PAYONE GmbHminorOthersPayment service provider for webshop transactions and on-site event payments. Acts as independent controller for payment processing including credit card transactions and payment data storage for dispute resolution.
• Festival of Lights MünchenminorGTM or Marketing PartnerPartnership for brand activations and light-based entertainment experiences at IAA Open Space, integrating cultural programming with mobility showcase in Munich city center.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CES (Consumer Electronics Show): CES is the largest annual tech trade show with a major automotive/mobility vertical, attracting global OEMs and tech providers. Direct comparable as a multi-format B2B event where exhibitors pay premium booth and speaking fees, with growing EV/autonomous vehicle content competing directly with IAA MOBILITY for the same mobility mindshare.
• Geneva International Motor Show (GIMS): GIMS is one of Europe's most prestigious automotive exhibitions, historically attracting premier OEM reveals. Direct comparable to IAA MOBILITY's B2B Summit as a European premium auto show; recent reinvention into Qatar-based format illustrates the competitive pressures both shows face in a consolidating European auto-show market.
• Mondial de l'Automobile Paris: Paris's biennial auto show is the closest geographic and cadence comparable to IAA MOBILITY — same biennial rhythm, European OEM participation, and B2B/B2C mix. Direct competitor for European OEM marketing budgets and media attention in alternating years.
• North American International Auto Show (NAIAS / Detroit Auto Show): Detroit's premier auto show is a direct peer as a major North American OEM-anchored trade show with similar B2B exhibition + public show structure. Competes for global automaker attention and has been reinventing its format, mirroring IAA MOBILITY's evolution toward broader mobility content.
• Japan Mobility Show: Japan's biennial mobility exhibition (rebranded from Tokyo Motor Show in 2023) is a direct peer — same biennial cadence, same OEM-anchored B2B/B2C format, and parallel scope expansion into broader mobility (cycling, micromobility, future tech). Competitor for Asian OEM and global mobility mindshare.
• IAA TRANSPORTATION: IAA TRANSPORTATION is the sister event organized by the same parent (VDA) in Hannover, focused on commercial vehicles, logistics, and transport. Operates under the same IAA brand umbrella but covers the freight/logistics mobility segment — directly comparable as a sister biennial trade show brand sharing VDA's organizational infrastructure.
• Mobile World Congress (MWC Barcelona): MWC Barcelona is the world's largest mobile/telecom connectivity show that has aggressively expanded into automotive and smart mobility verticals. Direct comparable as a premium B2B exhibition with similar speaking-slot economics, multi-year exhibitor contracts, and conference-within-exhibition structure now competing for the same automotive-tech exhibitor mindshare.
• SEMA Show: SEMA is the leading global automotive specialty products trade show (aftermarket, performance, customization). Direct comparable as a major annual B2B auto/mobility event with premium exhibitor packages and conference programming, though more focused on aftermarket rather than OEM-new-vehicle reveals.

Regional players

• Auto China (Beijing International Automotive Exhibition): Auto China is Asia's largest biennial OEM auto show and the primary venue for Chinese market reveals. Regional comparable that competes with IAA MOBILITY for global OEM attention but dominates the Chinese market where IAA has no direct presence, making it more complementary than directly competitive.

Emerging players

• Web Summit: Web Summit is a major annual tech conference with growing mobility/automotive vertical content and similar premium speaker/conference economics. Emerging comparable as a newer-format conference that attracts similar mobility-tech startups and corporate buyers, though broader in scope (general tech) rather than mobility-specialized.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UChGybnBWCu8U2LI-76nTjUA
• Facebookfacebook.com/IAAmobility
• LinkedInde.linkedin.com/company/iaashow
• Instagraminstagram.com/iaamobility
• TikToktiktok.com/@iaamobility?lang=de-DE

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IAA MOBILITY