At the International Auto Show (IAA) (10.09. - 22.09.2019), Mercedes-Benz Cars & Vans is showing a completely new trade show concept. The new brand presence focuses on four experience spaces in which visitors can go on a journey and explore the Mercedes-Benz world as well as the mobility of tomorrow.

"The format of the trade fair needs to be constantly rethought with a feel for the zeitgeist of our society and the current issues facing it. And that is precisely what we are doing at the IAA this year. We focus more than ever on the needs of the people. In Frankfurt we are showing, how we meet the customers’ desire for an intuitive, seamless and sustainable mobility that at the same time enables them to experience luxury." – Bettina Fetzer, Head of Marketing Mercedes-Benz Cars

Trade shows are still an important marketing tool for Mercedes-Benz even in times of the progressing digitalisation. Customer’s need for a physical encounter with the brand is steadily growing. Mercedes-Benz responds to the needs of the customer. With the new booth, the brand tries to create a distinctive an emotional experience and to bond with the customer. With a total size of 8.800 square meters, the exhibition stand has been given a new layout. A quarter of the stand will be used for as a presentation areas for cars and world premieres of the brands Mercedes-Maybach, Mercedes-AMG, Mercedes-EQ, smart and Mercedes-Benz. The remaining area, and thus a large part, becomes a multi-storey exhibition building with four experience rooms.

"Our products have been valued and respected around the world for over 130 years. Yet our brand also stands for great emotion and enjoyment. That is why we are making Mercedes-Benz more accessible than ever before at the IAA – a real favourite brand for present and future customers" – Bettina Fetzer

We are very excited about the new concept and are reporting whether we will be emotionally addressed by the new appearance of Mercedes-Benz.

Pictures: Daimler AG
Text: Britta Reineke