Tradition is often good, especially in the organization of trade fairs. The IAA in Munich has put in place a formula well convoluted…
“Have you seen the Ford stand? » This is a seemingly banal question from a colleague in Munich. While we were in front of the Volkswagen stand, the response was not. “The best thing is to take the metro again and get off at Königsplatz.” That’s how it is in Munich, to go from one stand to another, you have to take public transport.
This is like an event which confused the chief complainer of Automobile-Propre, who initially did not understand the organization of this show, launched in 2021 instead of the Frankfurt show . Forget the classic exhibition in the same place. In Munich, the great automotive event has a hybrid formula. On one side, the Summit, a seemingly classic part, in the halls of the exhibition center, and on the other the Open Space, freely accessible stands spread across the city.
With his habits which are obviously those of an old time, the complainer went first to the Summit, thinking he would see everything in one place. But he came across a car show devoid of its substance, where there are very few major brands. And when they exhibit, it’s on tiny stands with few cars.
For example at Renault, there were two Scénics and a Rafale. At Opel, only the Experimental concept. The Volkswagen group shared a single, modest-sized stand, with an Audi, a Porsche, a Cupra and a few VWs! Among the few other major brands visible, there were BMW, Mercedes… and that’s it. Or almost. Because, as at the Paris Motor Show in 2022, the place vacated by those absent is occupied by Chinese brands, coming to make a show of force: BYD, Leapmotor, MG, Seres… And rightly so, because the effect curiosity was in full swing, with very busy stands.
But overall, there was a sad atmosphere at this Summit. Which didn’t really surprise the complainer, because he’s used to international trade shows with very light programs. These once essential meetings are now difficult. Car brands do very little and take turns. For what ? Because it is expensive, the return on investment is not guaranteed. They therefore prefer to save money. At least that’s what the chief complainer thought.
Because after quickly touring the Summit, he took the metro to go to town, where more brands are exhibiting. And the complainer still hasn’t understood anything. He expected to find a few vehicles gathered on simple stands. But he discovered XXL structures, pavilions worthy of a universal exhibition. All this for six days of opening to the public!
The Porsche stand is covered with an immense silhouette of a 911, the Volkswagen space is on several floors, Renault has designed a setting worthy of a giant jewelry box, BMW and Mini have imagined a whole itinerary with workshops and goodies . The highlight of the show, Mercedes took over the courtyard of the Munich residence with a large stand equipped with a red box which encloses the CLA concept. But a box that also takes you on an immersive journey over two floors. All this installation for one vehicle. The complainer thought the salons cost too much…
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The Never Content has not totally shunned his pleasure of seeing these beautiful structures, worthy of the old days, because he likes that the form of the presentation counts as much as the substance. With another misunderstanding in the end: what is beautiful, the Open Space, is freely accessible, while what is sad and ugly, the Summit, costs a fortune: €175 per day. The reason is that the Summit is in fact a business show, which brings together in addition to a few manufacturers, a good number of subcontractors or new technology start-ups.
The price must have put off more than one curious person. Even if it means missing things. Because with this program cut in two, the new releases are sometimes distributed across both locations. With Opel, it is on one side the concept, on the other the new electric Corsa and Astra, but not both together!
End of the end, some people pay for stands to show half-assed vehicles. On the Mini side, the new Cooper and Countryman are there, but closed to the public. Audi did not see fit to show the final Q6 e-tron, contenting itself with exhibiting a model with just the interior uncamouflaged. At Volkswagen, we are actually displaying a camouflaged Tiguan, while the presentation will take place in mid-September, just after the show closes! Coming so as not to show yourself, another thing that the Jamais Content didn’t understand at the IAA in Munich, the show of disorganization.
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