What the event is (and why it matters)

IAA MOBILITY is described by the organizer as the “world’s leading platform” where professionals and end consumers can discover new ideas and technologies across multiple mobility-related domains. It combines trade and public-facing experiences through multiple event formats, including:

• IAA Summit (mobility technologies, sustainability discussions, forward-looking visions, and a content program connected to B2B and B2ESG visitors)
• IAA Open Space (a major public-facing urban event across central Munich, described as Germany’s largest urban event, running from Marienplatz to Odeonsplatz and Königsplatz)
• IAA Experience (hands-on testing and experiential participation for vehicles, technologies, concepts, from eBikes to autonomous vehicles, charging infrastructure, and assistance systems)
• IAA Conference (described as the “worldwide leading decision-maker conference” connecting mobility and tech topics, with an integrated keynotes and discussions program as part of the IAA Summit and accessible via the regular trade visitor ticket—no separate ticket required)

This structure means IAA MOBILITY is not just a standard automotive-only exhibition; it is a multi-stakeholder mobility ecosystem where OEMs, suppliers, technology companies, city/infrastructure stakeholders, policy and societal representatives, and the public audience intersect.

1) Who attends (buyers / attendees)

Because IAA MOBILITY includes both trade-focused and public-facing formats, the attendee mix typically spans multiple layers: decision-makers and business buyers, industry stakeholders, and large-scale public visitors. Based on the organizer’s framing, the most commercially relevant “buyers” are concentrated in the trade and decision-maker layers rather than only the general public layer.

A) Buyers / industry decision-makers

The organizer highlights that the IAA Summit is where tomorrow’s mobility technologies and sustainability aspects are presented and discussed, and that content is intended for “all B2B or B2ESG visitors.” The IAA Conference is explicitly framed as a decision-maker conference where “industry decision-makers meet international actors from politics and society.” That wording strongly indicates buyer attendance from corporate, institutional, and stakeholder decision-making functions.

• Mobility and automotive industry decision-makers (OEM leadership and business unit decision-makers; suppliers and partners with technology roadmaps)
• Technology companies and innovation leadership (mobility tech, digital services, autonomous/assisted mobility, charging and energy-adjacent solutions)
• Policy-adjacent and sustainability stakeholders (actors connecting mobility with societal and political contexts)
• City and infrastructure stakeholders (those engaged in smart cities, urban planning, and sustainable city solutions)
• Conference attendees who are aligned to keynotes and panels across mobility and tech themes (high intent, often solution-evaluation oriented)

B) Broader attendee segments (trade + consumer layers)

The organizer also positions IAA MOBILITY as a platform “for professionals and end consumers alike,” including experiences for the public. The IAA Open Space is described as a festival ground, showroom, and test track for residents of Munich and international visitors, including families and Generation Z.

• Residents of Munich and local visitors
• International visitors drawn by the global mobility brand and livestream reach
• Car enthusiasts, bike lovers, families, younger audiences participating through Open Space and experiential formats
• Hands-on testers during IAA Experience (eBikes, autonomous vehicles, assistance systems, and charging infrastructure)

For attendee-list research and targeting, the “best buyers” are typically the decision-makers present at Summit and Conference, plus corporate innovation leads and partnership strategists involved in deploying mobility solutions across OEM ecosystems and city/infrastructure environments.

2) Where the show is happening + attendee geographic origin

The event takes place in Munich, Germany. The organizer indicates that IAA MOBILITY 2027 will be experienced “in downtown Munich” at the Messe München trade fair center and also through activity across the city center via the IAA Open Space format.

Venue geography (on-site footprint)

• Messe München (trade fair center; associated with Summit and exhibition-related participation)
• City center Munich (IAA Open Space spanning Marienplatz to Odeonsplatz and Königsplatz)
• Experiential zones (IAA Experience; hands-on testing, demonstrations, and live product trials)

Attendee geographic origin (what we can reliably infer)

The organizer positions IAA MOBILITY as a global platform and explicitly references “international” engagement across mobility, technology, and sustainability. Since the event attracts end consumers and an international professional crowd, we can reliably say it pulls from:

• Germany (local and national) due to the Munich location and Open Space city-center footprint
• International markets (global professional and visitor presence) because it is marketed as a global mobility community gathering and supported by global livestream exposure

Specific country-by-country percentages are not provided in the supplied official text; therefore, we do not assign exact proportions. The strongest targeting hypothesis is: German regional + broader DACH coverage on top of major European and global mobility stakeholders.

3) Audience reach (Local / National / Global)

IAA MOBILITY is best classified as a global reach event with a very strong local Munich component. The organizer explicitly frames it as a global platform and a “global mobility community” gathering. At the same time, the IAA Open Space description emphasizes a large, public urban event for Munich residents and international visitors within the city center.

• Local reach: Very high (Munich residents are a core audience through Open Space across major squares and city-center areas)
• National reach: High (Germany-based industry stakeholders and public audiences)
• Global reach: High/primary (international industry leaders, global decision-maker conference themes, and international visibility via livestream)

4) Sample buyer company names (buyers only) + websites

To provide a “buyers only” list, we need a reliable mapping from companies to the event’s exhibitor/partner roster. The official content provided here includes descriptions and formats but does not include exhibitor names or a structured list of companies and websites. Because we must not invent companies, we are leaving this section as a research-ready template until we receive your preferred input (for example, the exhibitor directory export, or an internal list you want validated).

What we can do immediately with your input: once you share the exhibitor/partner list (or a link export you can provide), we will:

• identify buyer-style organizations (OEMs, tier suppliers, tech/platform providers, charging/energy partners, smart-city infrastructure players, mobility service providers)
• map each organization to the best job titles to target
• produce a clean table with Priority, Company, Website, Best Title to Target, and Why this is a Good Buyer Fit

Quick request from you (so we can finalize a buyer-only sample table): Please share one of the following:

• a CSV/Excel of your current prospect list, or
• the exhibitor directory content, or
• your client’s target country/segment (e.g., OEM partnerships vs. charging/energy vs. smart city services).

5) Job profiles, industries & event type

Event type (based on official formats)

• Mobility & automotive innovation trade platform
• Conference-led decision-maker program (IAA Conference embedded with Summit; more decision-maker density than a basic expo)
• Experiential technology demonstrations (IAA Experience: hands-on vehicle and tech testing)
• Public urban mobility showcase (IAA Open Space: smart city and consumer-facing adoption environment)

Job profiles to target (buyer decision roles)

From the descriptions of IAA Summit and IAA Conference (decision-makers connecting mobility and tech topics), the most relevant buyer functions typically include:

• Strategy & innovation leadership (Head of Innovation, Director of Innovation Partnerships, VP/Director of Product Strategy)
• OEM business development & partnerships (Partnerships Director, Strategic Alliances, Business Development Lead)
• Technology and product leadership (CTO Office roles, Head of Mobility Technology, Product Management leadership for autonomous/assistance/charging)
• Sustainability & ESG mobility leadership (Sustainability Director, ESG Mobility Lead, Climate-neutral mobility program managers)
• Charging / energy ecosystem roles (if relevant to a client’s offering; charging infrastructure commercialization and partnerships)
• Smart city & infrastructure stakeholders (Urban mobility program leads, Smart City Solution Directors, Infrastructure Partnerships)
• Conference-visible decision functions (panel/moderation decision-makers and exec speakers are usually senior leadership and transformation owners)
• International expansion roles (Regional Directors, Global Mobility Partnerships, Go-to-market leadership for new mobility technologies)

Industry & topic mapping (using the event’s described themes)

The organizer highlights these themes: automotive, cycling, urban planning, digital services, smart solutions for cities and infrastructure, and technology/sustainability. Therefore, the best industry targeting aligns with:

• Automotive ecosystem (OEMs, suppliers, service and technology providers)
• Mobility technology & digital services (software and systems that enable mobility experiences)
• Smart cities & infrastructure (policy, science, business and society collaboration)
• Charging and energy-adjacent solutions (where products enable climate-neutral mobility)
• Cycling / micromobility ecosystem (eBikes and related solutions are referenced)

6) Estimated attendance (expected total footfall)

The supplied official text includes a highlight from IAA MOBILITY 2025: “IAA MOBILITY 2025 begeisterte über 500.000 Besucher”. For IAA MOBILITY 2027, the provided content does not state an updated attendance forecast.

Therefore, the most reliable estimate we can provide from the official text is:

• Reference attendance: IAA MOBILITY 2025 recorded over 500,000 visitors
• 2027 expected footfall: not explicitly stated in the provided official content (cannot be reliably calculated without additional official numbers)

If you want, we can produce an “attendance range model” (conservative/base/optimistic) using only publicly available official statements you provide—but it would require additional data beyond the supplied text.

7) Key focus areas & buyer engagement

The organizer’s language points to several strong focus areas that shape buyer engagement and intent:

A) Key focus areas

• Mobility and sustainability: presented as a central theme of the platform
• Technological innovation: “technological innovation” is explicitly part of the platform positioning
• Automotive innovation and interactive end-user experience: Summit and Experience formats combined
• Cycling and micromobility: explicitly referenced via the venue framing for the cycling and micromobility industry
• Smart solutions for cities and infrastructure: collaboration across policy, science, business, and society
• Digital services: included in the “automotive, cycling, urban planning, and digital services” discovery areas
• Climate-neutral mobility of the future: directly referenced in IAA Experience
• Charging infrastructure, assistance systems, autonomous vehicles: directly referenced as live hands-on experiential categories

B) Buyer engagement mechanisms

• Summit + Conference content immersion: decision-makers engage through keynotes, discussion rounds, and conference formats
• Hands-on testing (IAA Experience): enables evaluation of hardware/software performance and user experience
• Urban-scale visibility (IAA Open Space): helps brands reach both professionals and a broader public audience, supporting adoption narratives
• Global livestream reach: extends visibility to audiences beyond the physical city footprint

In practical outreach terms, the most effective buyer engagement approach is to align a brand message to the specific format: Summit/Conference for executives and decision-makers, Experience for product demonstration and evaluation, and Open Space for adoption, visibility, and public-facing readiness.

8) Buyer recommendation based on your client product fit (needs your client website)

We will tailor the “best buyer” recommendation to your exact client requirements, but we need your client website to do it accurately. The organizer’s categories and formats are broad, and buyer suitability depends heavily on whether the client product is focused on:

• automotive manufacturing ecosystem and supply partnerships
• mobility software/digital services
• charging infrastructure or energy ecosystem
• autonomous/assistance technologies
• micromobility (eBikes, cycling infrastructure and services)
• smart city / urban planning and infrastructure solutions

Please share your client website (URL). After reviewing it, we will:

• identify the highest-intent buyer segments aligned with the product
• prioritize job profiles most likely to evaluate and adopt the solution
• produce an actionable shortlist of buyer organizations for IAA MOBILITY 2027 research targeting

Once we have the website, we can also align the industries using your provided industry list so the mapping stays consistent with your workflow.

9) Suggested industries to target (from your provided industry list)

Based on IAA MOBILITY’s stated themes (automotive, cycling/micromobility, urban planning, digital services, and smart city solutions), the best-matching industry filters from your list are typically:

• Automotive
• Computer Software (for mobility platforms, digital services, connected mobility)
• Internet (for connected services and mobility networks)
• Wireless (where vehicle connectivity or IoT mobility data transport matters)
• Transportation/Trucking/Railroad (if the client addresses mobility in logistics or transportation networks)
• Renewables & Environment (if the client’s value proposition includes sustainability, climate-neutral mobility, or energy transition)
• Utilities (if the solution is connected to charging infrastructure and energy services)
• Mechanical or Industrial Engineering (for engineering-heavy mobility hardware, systems, and components)
• Electrical/Electronic Manufacturing (for electronics, charging components, vehicle systems)
• Industrial Automation (if there are automation systems involved in mobility infrastructure, factories, or test/production systems)
• Civil Engineering (if the solution is infrastructure-related for cities and mobility corridors)
• Events Services (only if your client is an event/engagement solutions provider—otherwise less relevant)
• Logistics & Supply Chain (if the client supports mobility operations, fleet services, or supply chain for mobility hardware/services)
• Leisure, Travel & Tourism (only if the client has a tourism mobility angle—optional)

After we review your client website, we will narrow this to the top 3–6 industries that best match product-to-buyer intent.

Priority next steps (to finalize a buyer-ready shortlist)

1. Share the client website URL so we can recommend the best buyer categories and job titles aligned to your offer.
2. Confirm the client’s product category (e.g., charging infrastructure vs. micromobility hardware vs. mobility software vs. smart city platform).
3. If available, share the exhibitor/partner list export (or a link copy of exhibitor names) so we can produce a precise buyer-only sample table with company websites and target job titles.