IAA 2021: Mercedes focuses on the experience
NEW WAYS Encounter instead of pure presentation. Mercedes-Benz is consistently continuing its experience-oriented brand presence at trade fairs. At the IAA Mobility in Munich, the brand is taking advantage of all the opportunities offered by the new concept. With diverse theme and experience worlds in the middle of the city, on the Blue Lane and in the exhibition hall, the automobile manufacturer is making its transformation into a [...]
With a wide variety of themes and experiences in the middle of the city, on the Blue Lane and in the exhibition hall, the automaker is making its transformation into an emission-free, sustainable and digital future emotionally tangible until September 12. The central message is "Lead in Electric.
Mercedes-Benz is showcasing the entire range of its current and future electromobility portfolio. Seven out of ten premieres are purely electrically powered models. This clearly demonstrates how electrification continues to gain momentum across all brands.
Overarching brand experience and art space
The open-space experience area on Odeonsplatz in the city center is in line with Mercedes-Benz's sustainable business strategy and goes beyond pure automotive topics.
It combines the presentation of 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 interested parties free of charge.
Sustainability topics of the business strategy
The buckled slab above the base forms a walkable roof. It is greened like a park and invites you to take a walk. The path through the scenic ambience is accompanied by a "green trail".
It communicates sustainability topics of the Mercedes-Benz business strategy in a partly playful way. These include, for example, CO₂ neutrality, resource conservation and recycling.
Sculpture from recyclable high-tech fibers
The sculpture "Earthtime 1.26 Munich" by US artist Janet Echelman hovers above the park landscape. The 24 by 21 meter work of art is permanently changing due to the forces of nature and symbolizes the dynamics of our ecosystem.
The sculpture is made of recyclable high-tech fibers woven like a fishing net. Wind, rain and light constantly transform the shape and color of the net.
In the dark, colored LED lights make the fluidly moving forms glow. The artwork can be experienced until the beginning of October 2021 (gallery above).
Innovations at the stand of Messe München
Some of the new highlight vehicles are at the center of the stand. In addition to the all-electric new EQE (gallery below left) and Mercedes-AMG EQS (gallery below center), these include other models making their debut at the IAA - for example the first performance hybrid from Affalterbach, the Mercedes-AMG GT 63 S E Performance and the C-Class All .
An installation of graphic and media surfaces, together with a sound and light show, forms the framework for their presentation. In an exclusive area on the upper floor, the G-Class and, for the first time, the new S 680 Guard 4Matic are on display (gallery below right).
40 vehicles are ready for test drives
The Blue Lane is the fastest way to experience electric driving and get excited about climate-neutral mobility. There are 40 vehicles available for test drives on the route between the exhibition grounds and the city center.
Through its own driving experience and discussions with experts, Mercedes-Benz wants to show IAA visitors what is already possible today in the field of electromobility.
Drive Pilot and Intelligent Park Pilot in action
In addition, the brand is making the future topic of automated driving tangible for the general public. On the Blue Lane, depending on the weather and traffic volume, partially or highly automated journeys are possible with the Drive Pilot in the EQS.
In the trade fair parking garage, Mercedes-Benz demonstrates how the S-Class can park and unpark fully automatically and driverless with the Intelligent Park Pilot. The future begins in Munich
