IAA Mobility: Which cycling brands are joining, and why?

IAA Mobility: Which cycling brands are joining, and why?
What is it about IAA Mobility that has convinced these brands to take part in 2021?

IAA Mobility is fast approaching, and with it the opportunity for the cycling industry to benefit from the event's international exposure and access to end consumers on-site.

Many major complete bike brands confirmed that they will exhibit at IAA Mobility earlier in the year, but more recently components manufacturers – like SRAM, RockShox, Zipp, Schwalbe or Supernova – as well as accessories brands (for example Abus, EVOC or Ortlieb) have also joined the roster of exhibitors. Distribution companies, like Hartje and Messingschlager, will also showcase a selected portfolio of their brands.

Ten reasons

But what is it about IAA Mobility that has convinced these brands to take part in 2021? Here are ten reasons why the bicycle industry has bought into what was formerly an automotive-only platform:

  1. B2C focus.
  2. Multiple touchpoints, trade fair ground-based B2B2C area and inner city 'Open Space':
    - B2B2C section = open for B2C and B2B customers throughout the whole event, with classic B2B IAA visitors also seen by the cycling industry as potential end consumer leads.
    - 'Open Space' = brand and product experience hubs located in the city center, catching pedestrian traffic and therefore a mainstream audience.
  3. 6.2 million inhabitants in the metropolitan region of Munich, who have the highest average household income in Germany.
  4. A target group that is interested in mobility and cars, not only cycling.
  5. Benchmark numbers from 2019:
    - 560,000 visitors: over nine times more than the strongest competitor in the cycling-only tradeshow segment.
    - 7,800 journalists: mainly non-endemic (such as general interest media, TV, newspapers, online platforms, lifestyle magazines etc.) and over five times the number of journalists than the strongest competitor, which mainly attracts cycling media.
  6. Guaranteed 100% refund for exhibitors in the case that the show has to be cancelled.
  7. Customisable, but pre-built booth solutions on the trade fair ground and usage of existing event tools (such as tents) in the 'Open Space'.
  8. Minimised time and effort for preparation required by marketing departments.
  9. Maximised return on investment.
  10. Biennial platform. The next chance to participate is 2023.


A few more points to keep in mind when talking about participation at IAA Mobility? The bicycle industry needs to protect, or better enlarge, its share in the inner city mobility sector gained during the pandemic. Many new e-driven product categories and players will shortly be going to market.

Not just urban bikes, but also gravel, trekking, MTB and road”

Showcased are regular- and e-bikes: not just urban bikes, but also gravel, trekking, MTB and road. IAA Mobility is timed to occur two weeks before national election day in Germany, and as a result many top-level politicians will be attending in order to use this media platform.

The World Cycling Forum is hosted at the same time (6th and 7th of September), in the International Congress Center on the Munich trade fair ground.

IAA Mobility Conference offers a high-level B2B program, located on the 'Summit' = section of the trade fair ground that is B2B-only for the first 4 days, and B2C-only during the last two days on the weekend. Most automotive brands and suppliers will be located at the 'Summit' (halls) and at the 'Open Space' (city).

Reach new riders

David Zimberoff, SRAM VP of Marketing, sums it up concisely: “We’re super excited to participate in the IAA Mobility show to reach new riders and end consumers. We love the format, the location and timing of the event, and have a great feeling about the current momentum in the bike industry.”

This article is sponsored by IAA Mobility.