IAA MOBILITY

• DatesSeptember 7–12, 2027
• VenueMesse München
• LocationMunich
• CategoryAutomotive
• Official websiteiaa-mobility.com

About IAA MOBILITY

IAA MOBILITY is an automotive industry event taking place September 7–12, 2027 at Messe München in Munich. It runs for six days, opening on Tuesday and closing on Sunday. With more than 11 months to go, there is time to plan the booth, the budget and the meetings properly.

Shows like this one typically draw OEM and tier suppliers, dealers, fleet managers, aftermarket buyers, engineers and service professionals. For registration, exhibitor packages and the floor plan, go to the official website, iaa-mobility.com.

ShowFloorTips is an independent guide and is not affiliated with the organizer. Dates, venues and rules can change, so confirm the details with the organizer before you book.

What to expect at IAA MOBILITY

Automotive shows range from engineering-focused supplier events to aftermarket and dealer expos. Expect product-heavy displays, technical buyers and strong interest in new technology, electrification and service.

Over six days, traffic usually peaks on the first two days and thins out on the last one. The quieter final day is a good time for longer conversations, visiting other stands and meeting suppliers. Expect most visitors to be OEM and tier suppliers and their colleagues, often with a short list of suppliers they want to see.

How exhibitors should prepare for IAA MOBILITY

Here is a working timeline counted back from the opening day, September 7, 2027:

1. 16 weeks before (May 18, 2027)
   Confirm your booth space and read the exhibitor manual. Book hotels near Messe München while rates are still normal.
2. 8 weeks before (Jul 13, 2027)
   Order booth services (power, internet, furniture, cleaning) before the early-rate deadlines, and send graphics to print.
3. 4 weeks before (Aug 10, 2027)
   Ship freight to the advance warehouse if the organizer offers one. Book meetings with the visitors you most want to see. Set up lead capture and train the team on it.
4. One week before (Aug 31, 2027)
   Confirm freight arrived, share the staffing schedule, charge every device, and test your lead capture app with Wi-Fi turned off.

Preparation tips for automotive shows

• Know whether the audience is OEM, aftermarket, dealer or consumer, and adjust your message for it.
• Arrange vehicle or large-part display logistics early, including fuel and battery rules for indoor halls.
• Bring part numbers, compatibility lists and distributor details for aftermarket buyers.

Booth tips for IAA MOBILITY

• Put the product in visitors' hands or let them see it working; automotive buyers judge quality physically.
• Ask about volumes and current suppliers to size the opportunity quickly.
• Keep a technical expert available for engineering questions during peak hours.
• Walk the hall at Messe München during move-in to see which entrances and aisles carry the most traffic, and set up your booth so it faces that flow.
• Plan shifts of three to four hours. Standing and talking for six days wears people out, and tired staff let good leads walk past.
• Capture every conversation the moment it ends: scan the badge or card, add a one-line note about what the visitor needs, and rate the lead hot, warm or cold. Notes written that evening are already half forgotten.

For a full list of what to bring, use the free booth checklist, and plan the money side with the trade show ROI calculator.

Following up leads after IAA MOBILITY

Most of the value of a trade show is created after it closes. Supplier decisions go through testing and approval steps, so offer samples or a trial as the next step.

1. Within 24 hours (by Sep 13, 2027)
   Send a short personal email to every hot lead. Mention one detail from your conversation so they remember you.
2. By Sep 15, 2027
   Send everything you promised at the booth: prices, samples, demo links. Log each lead in your CRM with its rating and notes.
3. By Sep 26, 2027
   Make a second, useful touch: a case study, a short video or an answer to the question they asked. Warm leads often reply to this one.
4. By Oct 12, 2027
   Review results: how many leads became meetings, what each lead cost, and whether IAA MOBILITY is worth returning to.

Ready-to-edit messages for each step are in our trade show follow-up email templates.

Getting to Munich

IAA MOBILITY takes place at Messe München in Munich. Check the official website for the exact hall and address, then compare flights into the nearest major airport with train or car options from nearby cities.

Hotels closest to the venue sell out first during show week, and many organizers offer discounted room blocks that close weeks before the show, so book early. Our city travel guides cover hotels, transport and budgeting for the busiest show cities.

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