Europe’s leading mobility platform, the IAA, is reinventing itself. The name of the fresh, new IAA “On” campaign sets the scene. It stands for the IAA’s transformation into a platform where the future of mobility can be experienced. The IAA Experience has something for everyone – for OEMs, hi-tech players, mobility startups, social media platforms and e-mobility experts, families and individual trade visitors. The “Experience” format presents an exciting program and, alongside the IAA Conference, the IAA Exhibition and the IAA Career, it forms one of four pillars generating a host of interactive opportunities.
“At this year’s IAA we are making the future of mobility more of an experience than ever before. In addition to the world premieres, the aim is to showcase mobility at the IAA as something for everyone to sense, touch, smell and feel,” says VDA Managing Director Dr. Martin Koers. The German Association of the Automotive Industry (VDA) organizes the IAA.
On the road: test drives in the latest models
The test drives on the west open-air site (F10) offer participants live moments. Visitors have the chance to experience vehicles live in action and can take them onto the public roads. On-board cams will relay these intensive driving experiences – from the open-air site or test drives around the city – to the IAA stage for the spectators to watch.
Off the road: a circuit for outdoor and off-road fans
The off-road circuit offers participants a fascinating world of experiences on the open-air site at the Agora. The circuit has always been especially popular at the IAA. Fans of the great outdoors will enjoy experiencing its steep ramps and inclines in SUVs of various sizes or in off-road vehicles – a real eye-catcher, also for the general public. The following makers have already confirmed their participation this year: Audi, Daimler/Mercedes-Benz, Ford, Hyundai, Seat, Skoda and VW. All this combined with appealing food courts and other offers makes the Agora an arena of experience.
Driving tomorrow on the e-bike circuit
E-mobility and light vehicles play a major role in innovation, and are presented on the IAA’s e-bike track. It covers an area of approx. 1,500 square meters adjacent to the circuit for off-road vehicles. Here visitors can try out e-bikes and experience e-scooters – on a much more comprehensive scale than is possible in normal road traffic. The circuit includes a banked curve, a rumble strip and terrain features – in line with the new IAA campaign everything here is right “On.”
Kids World: experiencing mobility through play
Part of the IAA Experience is the Kids World designed especially for children and families. The youngest IAA visitors can use “Explorer Passes” to go on an exciting treasure hunt with playful ways of discovering the future of mobility. Special markers all over the show grounds signpost the exhibitors’ own activities and special shows for visitors of all ages. The new family ticket (35 euros for two adults and up to three children) includes a voucher for two free drinks.
SOURCE: VDA
