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SRAM, Schwalbe and others plan presence at Germany's IAA Mobility conference

Published June 30, 2021

MUNICH, Germany (BRAIN) — IAA Mobility, a conference planned for September in Munich, has confirmed several new brand participants, including SRAM, Schwalbe, Supernova, ABUS, EVOC and others. Bike industry distribution companies including Hartje and Messingschlager will also showcase some of the brands they distribute. 

The event, held Sept. 7-12, has business-to-consumer (B2C) and business-to-business (B2C) elements, with a trade fair area and an inner city "Open Space;" organizers hope to attract consumer visitors from among the 6.2 million inhabitants of the Munich metropolitan region and beyond. The event, which previously attracted exhibitors primarily from the auto industry, has B2C summit elements for its first four days followed by B2C events on the final weekend.

In 2019 IAA attracted 560,000 visitors and 7,800 journalists.

"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," the event said. 

The show will showcase regular and e-bikes including urban, gravel, trekking, MTB and road models.

Organizers also noted that 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.

IAA is being held the week following Eurobike in Friedrichshafen, Germany; the WFSGI World Cycling Forum also is being held Sept. 6-7 in Munich, separate from the IAA event. 

David Zimberoff, SRAM VP of Marketing, said, "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."

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Image from the 2019 edition of IAA Mobility.
Topics associated with this article: Electric bike, Tradeshows and conferences, Eurobike

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