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Asian High-Tech Makers
One of the most talked-about trends this year is the commanding presence of Asian automakers. With sleek fleets of electric vehicles and advanced tech on display, they are making their ambitions unmistakably clear. Competitive pricing combined with cutting-edge innovation sends a strong signal to European rivals: the race for leadership in the EV era is heating up.
German Manufacturers on the Defensive
For German brands, the show is both a stage and a stress test. The challenges facing the domestic industry were on display, alongside bold attempts to reinvent their product lines:
- BMW showcased the updated iX3 and teased a forthcoming i3 sedan, signaling renewed focus on electric mobility.
- Mercedes-Benz countered with the all-electric GLC and previewed the next C-Class, which will feature 800-volt technology and a projected range of more than 800 kilometers.
- Volkswagen, together with Skoda and Cupra, pitched itself to the mass market with affordable EVs like the ID.Polo, the Skoda Epiq SUV, and Cupra’s urban Raval.
Suppliers Strike a Confident Note
Even in a turbulent market, suppliers are betting on growth. Bosch, Europe’s largest automotive supplier, expects revenues to rise by 2 percent in 2025, recovering from last year’s decline. CEO Stefan Hartung highlighted the company’s unique positioning: “Bosch can do both: hardware and software.”
City Center Buzz: Where Industry Meets the Public
Beyond the exhibition halls, the Open Space installations brought automotive innovation directly to the people. Lisa Ludwig, Editor-in-Chief of Gateway to Automotive, captured the mood on site:
- Atmosphere: “There’s a real buzz – with both industry professionals and the general public crowding the halls, and the booths are nothing short of spectacular!”
- Dramatic Showcases: Mercedes-Benz turned heads in Munich’s Residenzhöfe, where visitors walked beneath a massive illuminated star – a theatrical highlight of the city displays. Cupra’s honeycomb-inspired stand also drew praise for its creativity.
- Contradictions on Display: Even as EVs took center stage, VW gave GTI a prominent spotlight – a reminder that combustion engines still have cultural and commercial weight.
- Public Debate: In panel discussions, the big question loomed: How do we want to move in the future? Calls for more investment in public transit clashed with a clear desire from many to hold on to the freedom of private cars.
A Show of Contrasts
This year’s IAA Mobility underscores the automotive industry’s central dilemmas: the surge of Asian competition versus the reinvention of German stalwarts, the tug-of-war between the legacy of combustion and the promise of electrification, and the balancing act of being both a global trade show and a civic festival.
What remains indisputable is that the industry’s transformation is in full swing — in Munich and in the rest of the world.
