Visitor surge at IAA MOBILITY 2023

IAA MOBILITY 2023 witnessed record levels of international participation, with 750 exhibitors from 38 countries, making it a truly global event for exhibitors, speakers, guests, and journalists. The event showcased in excess of 300 world premieres and innovations, underscoring the exhibitors’ exceptional innovation capabilities. More than 500,000 visitors attended the event from September 5th to 10th, with over 100,000 people present at the IAA MOBILITY’s Open Space in the heart of Munich on Saturday alone. International media coverage increased by over 70 percent compared to IAA Mobility 2021, with 3,700 accredited journalists from 82 countries in attendance. This high level of international presence was also reflected in the visitor demographics, with approximately 30 percent of the attendees originating from 109 different foreign countries.

Engagement with Stakeholders, Politics, Society, and Business

The IAA MOBILITY was inaugurated by Federal Chancellor Olaf Scholz, and it featured over 500 high-profile international speakers at the IAA Conference, providing exclusive insights into the future of mobility. This included many leading CEOs from both established mobility and tech companies as well as promising startups. Notable international figures, such as Oscar winner Natalie Portman, Mars mission candidate Alyssa Carson, and climate advocate Sophia Kianni, also took the stage in Munich.

The intensive dialogues and constructive debates with various stakeholders from politics, society, and business at the Open Space and IAA Summit are crucial elements in achieving climate-neutral mobility successfully.

The recent images broadcasted from Munich vividly depict the automotive industry’s unwavering commitment to preserving Germany’s status as the “Land of the Car” while aligning with climate objectives, the welfare of individuals, and economic prosperity. The advanced concept introduced in Munich has demonstrated consistent success this year.

Magility @ IAA Mobility 2023 – Our Perspective on the New IAA Mobility

IAA Mobility 2023 served as a crucial platform for the global automotive industry to showcase its latest technologies and innovations. From the vantage point of an automotive technology consulting firm such as Magility GmbH, the following trends become particularly prominent.


The electrification of automobiles remains the most significant trend in the industry.

The use of electromobility is increasing worldwide due to legal regulations and financial incentives. New emissions regulations in China and Europe, along with government incentives in the USA and Europe, are making electric vehicles more attractive to consumers. Simultaneously, advanced driver-assistance systems are paving the way for semi-autonomous mobility in the near future. The utilization of shared mobility, especially among Generation Z, is expected to rise significantly. The increasingly digital and connected lifestyle of consumers is also driving higher demand for seamless mobility solutions, particularly in the micro-mobility and last-mile transportation sectors. The automotive industry must embrace comprehensive connectivity as the foundation to address this mobility revolution.

IAA Mobility 2023 showcased numerous new electric vehicles, including models from established manufacturers like BMW, Mercedes-Benz, and Volkswagen. Many Chinese OEMs are actively contributing to this trend, offering their electric vehicles at competitive prices. The significance of charging infrastructure for electric mobility was further highlighted during the IAA MOBILITY.

Vehicle batteries are becoming “virtual power plants” within a smart grid. Swiss startup Hive Power demonstrated how smart grid balancing works.


Connectivity is another crucial trend in the automotive industry. The growing importance of connectivity for vehicle manufacturers stems from the fact that cars are becoming increasingly digitalized devices on wheels. Connected vehicles can communicate with other vehicles, infrastructure, and the internet, opening up new opportunities for safety, convenience, and entertainment.

This transformation requires traditional automakers, initially not primarily software companies, to build their expertise and establish partnerships to acquire the necessary skills to manage the complexity of software-defined vehicles. Investments in enabling seamless connected digital experiences are necessary to meet consumer expectations. Simultaneously, automakers must address the challenges of data management and cybersecurity as the volume of data, both within and outside the vehicle, continues to grow.

To better align themselves with connectivity, automakers must strike a balance between the costs of developing mobility services and the potential revenues from digital offerings. They need to accurately assess consumer willingness to pay in different markets and segments and strategically determine where to focus their efforts. Connectivity is crucial for enabling the new era of mobility, not just a means to an end. The IAA Mobility 2023 showcased numerous new connectivity solutions.


The concept of “sustainable mobility” goes beyond emission reduction and the development of alternative propulsion systems. It also encompasses the more efficient use of transportation modes. In public transportation and shared mobility, better utilization can help reduce the number of vehicles in urban areas. Smart cities and vehicle connectivity offer opportunities for smarter and more sustainable traffic management.

The question of whether we can achieve entirely emissions-free driving in the future becomes intriguing due to new projects related to E-fuels and carbon capture. There are many opportunities in the mobility sector to become more sustainable and improve the lives of billions of people and the environment.

The automotive industry is acutely aware of the challenges posed by climate change and is working to make its products and processes more sustainable. Sustainability was a central theme at the IAA Mobility 2023. “Circular economy” is a current buzzword and was a challenging topic in the IAA Mobility Visionary Club.The concept of a circular economy holds the potential to deliver eco-friendly mobility while posing both an opportunity and a challenge for the automotive sector. At its essence, it strives to generate new without depleting fresh resources.

Such an approach enables the sustainable use of finite resources and contributes to reducing CO2 emissions. A new label for sustainable vehicles was also introduced at the IAA.

At a glance

  • The IAA MOBILITY 2023 recorded record participation with 750 exhibitors from 38 countries.
  • Over 300 world premieres and innovations were presented.
  • The event attracted more than 500,000 visitors, including over 100,000 on a single Saturday.
  • International media coverage increased by over 70 percent compared to 2021.
  • German Chancellor Olaf Scholz opened the event, and over 500 high-profile international speakers discussed the future of mobility.
  • Electromobility remains a key trend, with increasing adoption due to legal regulations and financial incentives worldwide.
  • Connectivity is becoming increasingly important as cars are becoming digitally connected devices on wheels.
  • Sustainable mobility goes beyond emissions reduction and alternative propulsion and includes more efficient use of transportation.
  • New projects involving E-fuels and CO2 capture could enable a carbon-neutral future.
  • Additional trends include software-defined vehicles, artificial intelligence, and advanced safety technologies.

The automotive industry is undergoing a massive technological transformation, with electrification, connectivity, and software development shaping the future.

Other Trends at IAA Mobility 2023

Additionally, the IAA Mobility 2023 featured the following trends:

  • Software-defined Vehicles: Software is becoming a critical success factor in the automotive industry. New providers of automotive operating systems, such as SONATUS from California, are emerging.
  • Artificial Intelligence: Customers increasingly expect personalized products and services. Automotive manufacturers and suppliers are working to personalize their offerings with AI. Numerous new personalized products and services were showcased at the IAA Mobility 2023. For example, German company XaiTeck, which defines applications using Explainable Artificial Intelligence and Knowledge Graphs, presented its innovations.
  • Security: Security is a central theme for the automotive industry. The IAA Mobility 2023 introduced various new safety technologies, with a focus on autonomous driving systems. Cybersecurity companies like Magility Cyber Security GmbH also made their presence felt.

The IAA Mobility 2023 demonstrated that the automotive industry is undergoing a massive and profound technological transformation and facing international competition. Electrification, connectivity, and electronification (software) are the most critical technological trends that will continue to shape the industry in the coming years from Magility’s perspective.