IAA is the most significant stage for German brands. Since it is impossible to finish every exhibition area in a single day, I visited the top German brands only. In this article, I will shortly comment on my visit to IAA 2019 and some prominent world premieres.
Overall the size of IAA 2019 is reduced compared to that of IAA 2015, which I last visited. Still, German brands invested a lot. The main theme of IAA 2019 was the future, and the concepts for future mobility were of more importance this time. Traditional production models were not the main characters anymore; instead, concept cars and electric vehicles gained more exposure than before, marking the upcoming revolution of the industry. This indeed clarified that electrifying and automation are the future of the industry.
Let us first look at Mercedes’ statement. Mercedes completely redefined the auto show by putting the production vehicles into the secondary role. The main exhibition hall showed its concepts for future vehicles, and the majority of current production vehicles were displayed outside the hall. EQC, EQV, and EQS were the main point of cars as they sketched the road map to the electric EQ lineup. Mercedes never disappoints me at IAA.
Mercedes even set up a mini guided tour inside the hall, introducing electric and automated concepts. The highlights of the hall were not only the concept vehicles but also the design of the venue. Visitors could simply relax and enjoy the environment.
Next, we move on to VAG Group. Similar to Daimler, Audi emphasized its concept cars even more than the premiere of RS7 Sportback. The AI: concept car family and the PB18 e-tron consisted of half of the area. As for production models, e-tron SUV was the biggest highlight besides RS7.
VW put out the ID concept car family as well as the production ID.3 perhaps with an eye on brand washing. That implied the gradual disappearance of the once-famous TDI diesel badge.
Porsche did not roll out any concept car this time, but Taycan, which is based on Mission E concept car, was as fascinating as a concept car. One could easily judge the importance of Taycan to the brand by the amount of Taycan on display. Does an electric Porsche go against enthusiasts’ wishes? Personally, I totally accept Taycan as a performance sedan from Porsche. This is what Panamera should be like many years ago.
BMW significantly cut the size of its exhibition in comparison to IAA 2015. As a brand featuring athleticism, BMW still focused on fuel cars and introduced 1-Series, X6, 8 Gran Coupe, and some Alpina models this year. That no electric production vehicle (e.g. iX3) was premiered was somehow disappointing given that Mercedes had EQC and Audi had e-tron on the stage. BMW has long been using “///M” as the top image of the brand and featuring powerful petrol engines for decades, but changes are needed under the challenge from fellow competitors.
The highlights of BMW were vision M NEXT, vision iNEXT, and the Vantablack X6. The VBX6 was displayed in a showroom with a laser light effect. The Bavarian was still bold at car design as these models all demonstrated muscular and exaggerated body lines.
Two Formula 1 race cars were on display this year: M-AMG W09 from 2018 and Red Bull RB15 from 2019 (displayed at Honda’s stand). Interestingly, Audi, BMW, Mercedes, and Porsche all put out their Formula E race cars, so the score was 4:2, Formula E won. Mercedes is the only German brand engaged in F1 now though Porsche is rumored to come back in near future. The ambition for electric power was clarified by German auto tycoons here in IAA 2019 with these Formula E race cars.
A special thank goes to Hans, who traveled with me this time. On the day we first met I told him about IAA, and he immediately wanted to go. The schedule for our visit got settled soon, and we did have a nice time visiting Frankfurt Messe together. I never expect to meet someone as deeply bonded to cars as me, but this time, I really got a good match for cars. The moments when both of us yelling at a rare SLR Stirling Moss, when we lined up waiting for the VB X6 with excitement, and when we share the views on the future of cars were so impressive and incredible. I travel alone 90% of the time to places that no one would ever be interested in, but not in IAA 2019. It is always the human element that makes a trip special.
And we blamed the new Land Rover Defender together as well. It is a great car containing some classic elements from the old time. The rear is sharp, the sideline is angular, and the assembly quality is typical of JLR. But the front has nothing to do with the name Defender. Just how soft and dumb the front design compared to the old style. It just should not be called Defender.
