This year’s IAA Mobility made one thing clear – the automotive industry is no longer just about cars, it’s about experiences, ecosystems, and cultural positioning. Here are some of the key themes and takeaways that defined brand activations at IAA 2025:
Focus on Experience
The event reinforced its evolution into a mobility festival. Test drives, from cars to e-bikes, were everywhere, while a 27% expansion of the Open Space in Munich’s city center underscored a push for hands-on interaction.
China’s Rising Profile:
Chinese brands made their presence impossible to ignore. Brands like Changan and GAC were among the largest international exhibitors, showcasing advanced batteries and AI-driven features as they set their sights on Europe.
Integration & Partnerships:
Collaboration was a dominant narrative. Volkswagen leaned on AWS and Qualcomm to spotlight its tech strategy, while Changan highlighted partnerships with Bosch and ZF, proof that mobility innovation is now a team sport.
Our Favorite Showcases
Mercedes-Benz wowed with its software-driven concept cars and immersive brand world that blended luxury with innovation.
Porsche balanced heritage and future, debuting the new 911 Turbo S, celebrating its world premiere, alongside lifestyle-driven experiences in Munich’s Open Space.
Lucid made a bold entry with the all-electric Gravity SUV, marrying long-range performance with everyday practicality.
The takeaway?
IAA Mobility 2025 has cemented itself as a cultural and experiential stage for the future of transport. It’s not just about horsepower, it’s about human connection, software, and the ecosystems of experiences that surround mobility.
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