In Germany are currently redeemed 47.3 million passenger cars. Record! On 1000 inhabitants 569 PW in our neighboring country. In Switzerland, data specialist car according to the i-dat, with over 4.85 million People, so many cars like never before admitted. And the stock also takes us a year to 50’000 vehicles – despite the climate debate, diesel scandal, and more and more hours of Congestion. You should actually mean in such an environment, the next week, issuing IAA would have to be a huge success.

But the opposite is the case. 30 major car brands have canceled this year for the IAA (see Box). And a lot of brands this year are in the process of surfaces such as Audi, BMW, Mercedes, or VW, your exhibition in comparison to previous years, dramatically reduced.

Alfa Romeo, Aston Martin, Bentley, Bugatti, Cadillac, Chevrolet, Chrysler, Citroën, DS, Ferrari, Fiat, Infiniti, Jeep, Kia, Lada, Lexus, Lotus, Maserati, Mazda, Mitsubishi, Nissan, Peugeot, RAM, Rolls-Royce, SsangYong, Subaru, Suzuki, Tesla, Toyota, Volvo.

Three reasons for lack of

For the dwindling interest of the car manufacturer at the classic car show there will be car expert Ferdinand Dudenhöffer from the CAR-Institute of the University of Duisburg-Essen, mainly for three reasons: “first, the global recession austerity forces rounds at the car manufacturers and their suppliers. Secondly, the concept of the classic “analog” car fair is outdated, such as the IAA and is no longer attractive. And thirdly, the high costs of a trade fair appearance are no longer proportionate to the expected marketing effect.” For Dudenhöffer is clear: “The classic car fairs such as the IAA in Frankfurt or in the Salons in Detroit and Paris need to reinvent themselves to survive.”

New formats

asked No wonder that more and more car companies from the classic Format of the auto show. It festivals use instead, for the presentation of their innovations cheaper, but more modern exhibition formats such as the hip, Tech-fairs CES in Las Vegas (USA) and IFA in Berlin (D), or popular Lifestyle events such as Film and music. Or you can use the environment of fine classic car events such as Pebble Beach (USA), Villa d’este (I) and Goodwood (GB).

SUVs instead of new ideas

Dudenhöffer cites the example of two weeks ago, after five exhibition days to the end of the previous Gamescom in Cologne (D). “The had call-offs more exhibitors, a new record number of visitors and over 100 million video. This shows that trade fairs work if you have the right concept.” And a wrong concept dudenhöffer, holder of the chair for General business administration and automotive Economics at the University of Duisburg-accuses eat, the IAA organizers: “Instead of going with a new concept in the future, are on of the few booths in Frankfurt each lot of SUVs, which also call for protest actions of environmentalists out.” Cars so, in principle at any dealer. “Because of the “Reason Why” to visit the trade fair”, says dudenhöffer is missing.

Geneva of innovative

There are, consequently, more than parked cars in large exhibition halls, enriched with some of the conferences. The organizers of the Geneva auto salon seem more than their colleagues in Frankfurt. You have to be for the next harvest in March 2020, among other things, an exhibition hall for visitors to test drives with the electric vehicles scheduled to leave the salon visitors the benefits of the E-mobility experience.