What IAA does

IAA MOBILITY is a biennial mobility trade show and exhibition organized by the German Association of the Automotive Industry (VDA — Verband der Automobilindustrie e.V.), held in Munich, Germany. First established in 1897 as the Internationale Automobil-Ausstellung in Berlin, the event was rebranded in 2021 from IAA AUTO to IAA MOBILITY, repositioning itself from a pure automotive show into a broader mobility platform covering passenger cars, commercial vehicles, cycling, public transport, and digital mobility services. The next edition is scheduled for September 7–12, 2027 (Press Day September 6), and the 2025 edition attracted over 500,000 visitors and featured more than 350 world premieres and innovations. A separate biennial IAA TRANSPORTATION event is operated in Hannover for the commercial transport and logistics sector.

The core product is a multi-format event architecture combining IAA Summit (B2B professional conference), IAA Open Space (public outdoor exhibition), IAA Conference (knowledge and policy sessions), and IAA Experience (test drives and interactive demonstrations). Supporting digital offerings include the Visionary Club Podcast (produced with Boston Consulting Group), an Exhibitor & Partner Directory, and a Conference on Demand streaming service that extends content reach beyond the physical event. The platform is built on standard event-management and content-distribution technology; no proprietary AI/ML or data assets are disclosed.

The business model relies on exhibition and booth fees paid by automakers, suppliers, and technology companies, supplemented by sponsorship and partnership revenue. The customer base spans over 25 named enterprise exhibitors including BMW, Mercedes-Benz, Volkswagen, Audi, Porsche, BYD, Hyundai, Kia, Lucid, Xpeng, Bosch, ZF, Schaeffler, Google, Amazon Web Services, Samsung, and SAP, addressing B2B professional visitors and B2C consumer audiences through separate formats. IAA MOBILITY is privately held by a nonprofit industry association and does not publicly disclose revenue, headcount, or pricing.

Name

IAA

Legal name

IAA MOBILITY

Website

https://iaa.de

Company type

Private

Founded year

1897

Operating status

Operating

Short description

IAA MOBILITY is a biennial mobility trade show organized by Germany's VDA automotive association, held in Munich. It brings together global automotive OEMs, suppliers, and technology companies across B2B Summit, public Open Space, Conference, and Experience formats, serving both industry professionals and consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel

Revenue model

1. Exhibition and Booth Fees: Exhibitors pay fees to showcase their products and innovations at the IAA MOBILITY event. The exhibitor directory lists major automotive manufacturers and technology companies as participants.
2. Sponsorship and Partnership: Companies sponsor the event and partner with IAA MOBILITY to gain visibility and brand association with the mobility industry showcase.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

IAA MOBILITY is a biennial international mobility trade show held in Munich that brings together automakers, mobility-tech companies, suppliers, policymakers, and the general public to showcase world premieres and discuss the future of mobility. The event combines a B2B Summit and Congress with public Open Space and Experience formats in the city center, supported by digital tools such as Conference on Demand and an Exhibitor & Partner Directory. The portfolio also covers commercial vehicles via IAA TRANSPORTATION in Hannover.

Product overview

IAA MOBILITY operates as a biennial mobility trade show and exhibition organizer. The core offering is the IAA MOBILITY event held in Munich, which combines multiple event formats including the Summit (B2B professional conference), Open Space (outdoor exhibition), Conference (talk sessions), and Experience (vehicle demonstrations). The company also organizes the separate IAA TRANSPORTATION event in Hannover. Supporting offerings include the Visionary Club Podcast (produced with BCG), an Exhibitor & Partner Directory, and a Conference on Demand digital streaming service for recorded sessions.

Differentiator

Problem solved

Functional benefit

Brands

• Visionary Club: A networking and thought leadership platform featuring podcasts and expert discussions on mobility trends.
• IAA Summit
• IAA Open Space
• IAA Conference
• IAA Experience

Products and services

• IAA MOBILITY Biennial international mobility trade show held in Munich that brings together automakers, suppliers, mobility-tech firms, policymakers, and the public to showcase vehicle and mobility world premieres.
• IAA Summit B2B exhibition and congress program targeting automotive industry professionals, exhibitors, and media during IAA MOBILITY.
• IAA Open Space Public-facing outdoor exhibition spread throughout the host city center, with free access for general consumers to view vehicles, mobility concepts, and exhibitor stands.
• IAA Conference Focused dialogue and conference program at IAA MOBILITY covering specific topics in mobility transformation.
• IAA Experience Hands-on experience format at IAA MOBILITY enabling attendees to test drive and interact with vehicles and mobility solutions.
• IAA TRANSPORTATION Trade show covering commercial vehicles, logistics, and the transport industry, held in Hannover under the IAA brand.
• Conference on Demand On-demand digital video platform that replays IAA Summit and Conference program sessions, extending reach beyond the live event dates.
• Visionary Club Podcast Official IAA podcast featuring conversations with industry leaders and innovators about the future of mobility.
• Exhibitor & Partner Directory Online directory cataloging IAA exhibitors and partners to help visitors and media navigate the event's offering.

Named customers25 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Boston Consulting Group (BCG)coreStrategic or Co-development PartnerBCG collaborates with IAA MOBILITY on the Visionary Club Podcast, Season 3. The partnership produces podcast content featuring industry insights and discussions on the future of mobility, positioning both organizations as thought leaders in the mobility space.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Japan Mobility Show (formerly Tokyo Motor Show): Japan's flagship mobility exhibition, also rebranded from 'Motor Show' to 'Mobility Show' in line with IAA's repositioning. Directly comparable as a national-level OEM showcase that competes for Japanese and global exhibitor spending.
• CES (Consumer Technology Association): CES is the largest annual global consumer technology and mobility trade show, attracting major automakers (BMW, Mercedes, Hyundai) to debut vehicles, EVs, and autonomous concepts. Directly comparable to IAA as a flagship tier-1 event where automotive OEMs launch premium products and where tech giants exhibit.
• North American International Auto Show (NAIAS): Detroit's historic auto show relocated and reformatted in recent years to compete with CES and IAA. A peer as a major regional/global auto exhibition that pursues the same OEM reveals and consumer attendance.
• Auto China (Auto Shanghai / Auto Beijing): Auto China is the largest automotive trade show globally by scale and the dominant platform for both Western and Chinese OEMs (including BYD, Xpeng). It directly competes for international exhibitor attention and global media coverage that IAA seeks to anchor in Europe.
• Mondial de l'Automobile / Paris Motor Show: The Paris Motor Show is one of Europe's historic biennial auto exhibitions and the closest geographic and conceptual competitor to IAA MOBILITY, targeting the same OEM exhibitor base and consumer/professional visitor mix.

Others

• Messe Berlin: Messe Berlin co-organizes several IAA MOBILITY formats in addition to its own mobility and consumer events. It is a peer organization that is operationally tied to IAA's execution rather than a direct competitor for exhibitor share.

Emerging players

• Mobile World Congress (GSMA): MWC Barcelona is the largest global connectivity/technology trade show with growing automotive and mobility content. Comparable as a tier-1 B2B tech trade show increasingly competing for the same mobility and connected-vehicle exhibitor budget.
• Web Summit: Web Summit has expanded into mobility and automotive content and now attracts major automakers as sponsors. Comparable as a large-scale B2B technology event with growing overlap into the mobility vertical that OEMs and tech suppliers use.

Broad incumbents

• Messe Frankfurt (Automechanika): Messe Frankfurt operates Automechanika, the world's leading automotive aftermarket and service trade fair. Comparable as a major event organizer with automotive focus, even if the specific sub-vertical (aftermarket) differs from IAA's OEM-centric B2B.
• Messe München: Messe München operates the Munich venue that hosts IAA MOBILITY and runs its own mobility-adjacent exhibitions. Comparable as the physical-host trade fair operator with deep automotive relationships and venue infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

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