Performance Communications | سبتمبر 11, 2025
We were on the ground at the IAA Mobility show earlier this week, and what a show it was. The European motorshow is back with a bang. Here are my five key take-aways:
- Rise of the small EV: Favourable market conditions and demand for low-cost EVs, lead to an abundance of great-looking all-electric hatchbacks. VW’s ID.Polo and ID.Every1 concept, the Cupra Raval and Leapmotor B05 all drew the crowd’s attention.
- The energy dilemma: There was a notable influx of exhibitors showcasing hybrid, range extender and battery innovations compared to previous years, all drawing plenty of attention from OEM executives. With tier ones like Horse Powertrain showcasing hybrid engines and range extenders, and scale-ups like Factorial Energy who produce solid-state batteries, all looking to capitalise as the industry moves toward decarbonisation.
- The dominance of systems-integrators: It wouldn’t be a mobility show without a mention of Software-Defined Vehicles (SDVs), but the presence of a new class of automotive system-integrators could really be felt this year. The likes of Nvidia, Qualcomm, Mobileye, AWS and LG have been busy brokering relationships with major OEMs and Tier Ones, as the industry looks to software, AI, and simplified architectures to deliver future SDV innovation.
- The gathering pace of autonomy: Autonomous driving – as a means to improve urban transportation networks – was very much back on the agenda at this year’s show. After a tough few years for mobility companies, progress in robotaxis and autonomous trucks has given way to renewed confidence in the sector. With analysts suggesting that there will be 20-40 cities with large-scale robotaxi deployments by 2030. Back at the show, the likes of HOLON showcased its first autonomous shuttle, and AUMOVIO, Continental’s technology spin-off, debuted its Xelve L2 to L4 system.
- A cause for celebration: This year’s IAA was the largest motorshow on European soil for some years, and that could be felt both within the halls of Messe München, and on the streets of Munich. This year, OEMs were invited to exhibit in the heart of the city, in the IAA Open Space stretching from Marienplatz to Odeonsplatz and Königsplatz. The festival-feel of this enormous campus allowed carmakers to display their creativity and engage with the public; with activations ranging from Porsche’s family fairground, to smart’s interactive art studio.
This did not feel like an industry under threat from global headwinds, it felt like a celebration of an industry where there is no shortage of innovation. It’s easy to point to the increased presence from Chinese automakers offering very competitive electric vehicles – and there was certainly plenty of talk of tariffs and regulation – but for now at least, there can be no doubt that this was a show of strength.
Lindsey
