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LIGANOVA begleitet Neuausrichtung der IAA 2021



LIGA2037, the strategy consultancy of the LIGANOVA Group, is developing a new concept for one of the most important automotive trade fairs in the world, the IAA, together with the VDA.

Stuttgart, March 11, 2020. With Hamburg, Munich and Berlin, three cities were last in the race to host the International Motor Show (IAA) from 2021. Now the decision has been made: The world’s most important automotive trade show is moving to Munich, indicating a new start. At its longtime location in Frankfurt am Main, the IAA had attracted 560,000 visitors last year. With the location in another metropolis & a fundamentally revised concept, the IAA wants to regain its attractiveness and move closer to the public.

To this end, the German Association of the Automotive Industry (VDA) is enlisting the help of renowned reinforcements: LIGA2037, the strategy consultancy of the LIGANOVA agency specializing in marketing & business model innovation, and MUTABOR, experts in transformation and design. The joint mission is to accompany one of the most important trade fairs in this field worldwide into a new era and to develop a sustainable format. This is to do justice to the changes in the automotive industry and transform the trade fair from a car show to a source of inspiration for new mobility concepts.

Transformation: from trade fair to B2B Summit with B2C Open Space
The LIGA2037 team is responsible for the strategic foundation for the repositioning in the context of mobility, society and comparable trade fairs.

In addition, in a co-creation process with MUTABOR and together with the VDA and its member companies, LIGA2037 created the tender for the cities’ bidding process and accompanied the awarding process. In close cooperation with the city of Munich, an innovative format is now to be created by 2021 that inspires visitors and reaches new target groups, sees the city as a mobility platform, seeks dialog with citizens and introduces the public to new technologies. The car experience is always at the center as part of the mobility turnaround and is thus staged as part of the solution for the future. The core of the new IAA is the separate approach to trade visitors and the general public. While end consumers will be able to experience new mobility at a central city location through future mobility solutions and real driving experiences, trade visitors will get focused technical exchanges, product innovations and a dedicated conference program on the exhibition grounds.

“We are delighted to be able to accompany one of Germany’s most traditional and important trade fairs into a new era and to bring the important topic of mobility to life in a new way,” says Dr. Marc Schumacher, Managing Partner of LIGANOVA.

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