September 06, 2021 – Creating an encounter rather than purely presenting vehicles: Mercedes-Benz is pressing forward with its dialogue-based and experiential brand presence at trade fairs. At the IAA MOBILITY from 7 to 12 September 2021 in Munich, the luxury automotive brand is taking advantage of all the opportunities offered by the new format of the International Motor Show (IAA).
With a diverse array of themed experiences in the city centre, on the Blue Lane and at the exhibition centre, the car manufacturer is making its transition towards a zero-emissions, sustainable and digital future emotionally tangible. The central message is “Lead in Electric”. Mercedes-Benz is showcasing the entire breadth of its current and future electric mobility portfolio. Seven out of ten premieres are purely electric models. This clearly shows how electrification is gaining further momentum across all brands.
Open Space: Comprehensive brand experience and lively art space at Odeonsplatz
The Open Space experience at Odeonsplatz in the city centre is all about Mercedes-Benz's sustainable business strategy and goes beyond purely automotive topics. It combines the presentation of all current and future electric vehicles with an exhibition on sustainability topics, a work of art and a musical stage in the evening. The Open Space is open to all free of charge. Mercedes-Benz is showcasing the entire range of its electromobility portfolio at Odeonsplatz – from the compact model to the performance luxury saloon and the MPV.
Walk-on roof with green space, floating art and neo-classical concerts
The bent slab above the ground floor forms a walk-on roof. Covered with park-like greenery, it offers an inviting space to take a walk. The path through the scenic ambience takes the form of a “green trail”, on which sustainability themes from the Mercedes-Benz business strategy are presented in an engaging manner. These include, for example, net zero (carbon neutrality), resource conservation and recycling.
The sculpture “Earthtime 1.26 Munich” by US artist Janet Echelman is suspended above the park-like landscape. The 24 by 21-metre work of art is in a constant state of flux due to the forces of nature, thus symbolising the dynamics of our ecosystem. The sculpture is made of recyclable high-tech fibres woven like a fishing net. Wind, rain and light constantly transform the shape and colour of the net. Coloured LED lights make the fluidly moving shapes glow in the dark. The artwork will grace Odeonsplatz until the beginning of October 2021.
Summit: digital technologies and services for future mobility
At the Summit in exhibition hall B3, the focus is on software for future mobility. Various themed areas with diverse opportunities for dialogue showcase the holistic approach Mercedes-Benz takes to driving forward digitalisation. The exhibition stand is a physical network. Illuminated struts connect wall elements to form an open spatial structure that groups the four experiential sections around a central area.
- “Automated Driving - The next level: DRIVE PILOT” provides information on driving assistance systems, parking assistants and the DRIVE PILOT for Level 3 highly automated driving, which is already a reality in the S-Class and EQS.
- “Mobile Access - The digital ecosystem of Mercedes me” focuses on digital services such as Mercedes me, EQ ready or Mercedes me Green Charging as well as technologies such as the digital car key or Automated Valet Parking.
- “Future Interfaces - The inspiring world of VISION AVTR” provides a comprehensive look at the future of mobility with the pioneering VISION AVTR concept car. In a first, it showcases how the user interface could be controlled using the power of thought (Brain Computer Interface technology). Plus, it presents the visual connection between passengers and the outside world through the curved display module instead of the conventional instrument panel. A further experience is the visualisation of the flow of energy and information with digital neurons, the biometric connection between vehicle and driver.
- “Seamless Integration - The holistic assistance of MBUX” highlights, among other things, the MBUX multimedia system with artificial intelligence, the MBUX Hyperscreen, personalisation options, voice-controlled smart home integration and in-car office functions.
Displayed in the centre of the stand are some of the new highlight vehicles. In addition to the new all-electric EQE and Mercedes-AMG EQS, these include other models making their debut at the IAA – like the first performance hybrid from Affalterbach, the Mercedes-AMG GT 63 S E PERFORMANCE (weighted, combined fuel consumption: 8.6 l/100 km; weighted, combined power consumption: 10.3 kWh/100 km; weighted, combined CO₂ emissions: 196 g/km) and the C-Class All-Terrain. Their presentation is framed by a graphics and media installation as well as a sound and light show. The G-Class and, for the first time, the new S 680 GUARD 4MATIC (fuel consumption combined: 19.5 l/100 km; CO₂ emissions combined: 442 g/km) are on display in an exclusive area on the upper floor.
Blue Lane: electric and automated test drives
The Blue Lane is the fastest way to experience electric driving and enjoy the thrill of climate-neutral mobility. 40 vehicles are available for test drives on the route between the exhibition grounds and the city centre: 31 fully electric models from Mercedes-EQ, Mercedes-Benz and smart (EQA, EQC, EQS, EQV and smart EQ fortwo coupé and cabrio) as well as nine Mercedes-Benz plug-in hybrid vehicles from the A-Class to the GLE. By driving these vehicles themselves and speaking to Mercedes-Benz experts, visitors to the IAA will be able to experience what is already possible in electric mobility. In addition, with its demonstrations of automated driving technology, the luxury car brand is providing the general public with a taste of the future. Depending on weather and traffic, partially or conditionally automated driving is possible on the Blue Lane with the DRIVE PILOT in the EQS. In the parking garage at the exhibition centre, Mercedes-Benz is also demonstrating how the S-Class can park and unpark fully automatically and without a driver via the INTELLIGENT PARK PILOT (Automated Valet Parking).