IAA 2025: The Future of Mobility on Display in Munich

IAA MOBILITY 2025 – Innovation meets Emotion

I had the pleasure to visit the IAA MOBILITY 2025 in Munich - and rarely have I experienced so much innovation, emotion and technology all at once. The Open Space in particular, in the middle of Munich's city center and freely accessible to everyone, was a real highlight: BMW, Audi, Mercedes and many other brands showed how strongly they are focusing on the future and experience. From premium EVs and micromobility such as e-bikes and e-scooters to assistance systems and public transport solutions - the variety was impressive.

As a CX expert, I was particularly impressed by one thing: the clear focus on experience. Test drives, live shows, interactive information and immersive visualizations made the future of mobility immediately tangible.

My visit showed impressively how much the industry is changing worldwide. Between electromobility, software-driven innovations and new cooperation models, it is clear that customer expectations are changing just as quickly as the technologies.

Current studies - including McKinsey Future of Mobility 2035, Mobility in Germany (MiD 2023) and the ADAC Mobility Index 2024 - confirm these impressions:

• Sustainability & electrification: low-emission drives are the most important driver - charging infrastructure and costs remain key challenges.
• Multimodality & sharing: More and more people are combining means of transportation flexibly - from public transport to car sharing and micromobility.
• Technology & connectivity: Autonomous driving, digital platforms and data-based services are shaping the mobility of tomorrow.
• Uneven pace in urban and rural areas: while urban areas are rapidly adopting new solutions, rural areas remain a particular challenge.
• Balance between convenience, costs & climate targets: Customers expect flexible, safe and reliable mobility - and consistent climate protection at the same time.

Critical voices on the IAA 2025

As inspiring as the trade fair was, it was not free of criticism:

• Greenwashing? Sustainability is strongly staged, concrete actions sometimes lag behind.
• Use of space: The open space inspires many, others criticize the blocking of public spaces for PR purposes.
• Car show or genuine mobility turnaround? Despite its new name, the IAA remains heavily automobile-oriented, with alternative forms of mobility having more of a complementary effect.
• Pressure on German OEMs: In the face of strong competition from China, there are doubts as to whether German manufacturers will make sufficient progress in e-mobility and battery technology.

From a CX perspective, this means that brands need to prove that they are not just staging experiences, but also creating sustainable, relevant customer experiences that impress customers in everyday life.

CX perspective: mobility as a brand experience

For OEMs and mobility providers, this means that customer expectations are no longer just product-related. The mobility experience - from charging infrastructure and digital services to seamless switching between modes of transport - is becoming a decisive factor for loyalty and brand perception. Those who offer customers a simple, connected and sustainable mobility experience today will secure a decisive competitive advantage tomorrow.

My conclusion

The IAA 2025 has clearly shown: Mobility is becoming increasingly experience-oriented, sustainable and connected. Customer experience is the key to transforming innovation into real relevance and trust.

Whether in Germany, Europe or worldwide - the future of mobility is becoming more diverse, more digital and more customer-centric. Successful companies will be those that take a holistic approach to customer experience and not only meet expectations, but actively shape them.