IAA Transportation - A History

In-depth

27 Oct

As you know I attended the IAA Transportation in Hanover, Germany in September as a guest of Daimler Trucks.

On the way home I picked up Covid which laid me low. No sooner had I (sort of) recovered from that, our home town was threatened by flood and we evacuated to a nearby town. Luckily our home survived and we returned to it six days later. Now, finally I can report on the events at IAA Transportation.

A good place to start is with the history of IAA: The world’s biggest Truck (and car) event. This is a long read but puts the show in context. I trust you find it as interesting as I have….

1897: A FAIR IS BORN

In 1897 the "Mitteleuropäische Motorwagenverein" organizes a one-day exhibition of cars in Berlin, the origin of the Internationale Automobilausstellung (IAA).

This "Automobile Revue", as it was called, is a modest affair, since early cars were nothing more than motorized, open carriages and not particularly popular. Such that the Hotel Bristol on the glamorous thoroughfare Unter den Linden is large enough to host the eight motor cars on show – exhibited by Benz, Daimler, Kühlstein and Lutzmann.

1898 to 1911: From carriage to limousine

The automobile slowly gains acceptance with the first large and small “tonneaus”, cars with a roof over the passage compartment. But the chauffeur still had to sit outside. The term “limousine” only appeared around 1910, to describe a completely covered car. The IAA is now a regular event, with cars and commercial vehicles exhibited at different times from 1907 onward. The IAA is held almost every year up to 1911, mainly in Berlin, and even twice in some years.

1912 to 1920: MASS PRODUCTION AND WAR STOPS PLAY

In 1913 Henry Ford changes the automotive world for ever with the introduction of the conveyor belt. Manufacturing booms, cars become ever more affordable and enable mass motorization. 1915 saw over one million cars, trucks and busses built worldwide. With its large new exhibition hall on Berlin’s Kaiserdamm the IAA hopes to offer more companies space to exhibit their vehicles. But the First World War put a stop to the opening celebrations in the fall of 1914, and there was to be no more IAA for the next seven years.

1921: THE IAA RENAISSANCE

The first IAA following the War and the 14th in total is held on the Berlin trade fair grounds. In 1921, 67 manufacturers exhibit 90 motor car and 49 HGV models, attracting some 300,000 visitors. Entrance had to be refused at times due to the huge number of people in the halls.

1922 to 1932: The IAA PRESENTS THE "CAR FOR EVERYONE”

In the "Golden Twenties," demand for affordable vehicles rose sharply. Hanomag, a Hanover-based company, presented its first affordable small car for 2,300 Reichsmarks at the IAA in Berlin in December 1924.

Opel introduced the Opel 4/12 PS, an open two-seater and the first automobile to be produced on an assembly line in Germany. Because of its green paint, small size and springy wheels, the car was affectionately known as the Laubfrosch (Tree Frog). Other highlights of the 1924 IAA included sedans, trucks (for the first time) and motorcycles.

In May 1927, the 19th edition of the IAA was held for the first time in Cologne's exhibition halls at the insistence of Konrad Adenauer, then mayor of Cologne. The following year, the IAA made a guest appearance in Leipzig, before the IAA location was once again firmly established in Berlin.

In the years that followed, the international reputation of the IAA continued to grow. However, the world economic crisis prevented the reopening until 1931. At this event, exhibitors presented vehicles with front-wheel drive for the first time. In 1932, the event attracted around 300,000 visitors from Germany and abroad.

1934 to 1942: IN TIMES OF NATIONAL SOCIALISM

The 23rd IAA was opened by the then Reich Chancellor Adolf Hitler. As more and more exhibitors presented motorcycles, the event was renamed IAMA (International Automobile and Motorcycle Exhibition).

From 1933 onwards, the IAMA regrettably came increasingly under the influence of the Nazi Propaganda Ministry. One example of this was the newly established "Hall of Honour". Due to cheaper vehicle models, the IAMA attracted an ever wider audience. Growing attendance was also aided by nationwide advertising on advertising pillars, commercials in movie theatres, and the use of special trains and buses.

Fifty years after the invention of the automobile by Carl Benz and Gottlieb Daimler, Mercedes-Benz presented the technically advanced and visually modern 170 V at the 1936 IAMA.

The 29th IAMA was held from February 17 to March 5, 1939, just six months before the outbreak of World War II. In that year, visitors were first introduced to the "Volkswagen," which at the time was still called the "Kraft-durch-Freude-Wagen." After the end of the war, the vehicle was to write automotive history as the "Beetle".

1947 to 1951: RISING FROM THE ASHES

Much of German automotive factories and their suppliers were completely destroyed during the Second World War. Although the first post-war motor shows were held in 1946 in Paris and 1947 in Geneva, vanquished Germany is not allowed to exhibit what remains of its automobile industry.

So from 1947 to 1949 German companies attend the export trade fair in Hanover, until in 1950 the IAA switches to the “Autoschau” in West Berlin. Then in April 1951 the 34th IAA is the first to take place in Frankfurt/Main. This major event draws 570,000 visitors from 45 countries. The organizer is now the Verband der Automobilindustrie e.V. (VDA), the successor to the “Reichsverband der Automobilindustrie” (RDA). From now on the IAA is to take place every other year in Frankfurt.

A WORLD-CLASS EVENT

1952 to 1959: “MADE IN GERMANY” ON THE MEND

In 1957 the automobile celebrates its 70th birthday with production in West Germany topping the million mark. Over 300,000 people are employed in the industry, making Germany the world’s largest car manufacturer after the USA. Almost half of all the vehicles "made in Germany" are sold abroad.

Low-budget cars like the Citroën 2CV, Fiat 500 and VW Beetle are popular beginner’s models. In addition, “microcars” become fashionable, such as the Iso Isetta, later built by BMW, the Fuldamobil, Messerschmitt Kabinenroller, Goliath 700, Zündapp Janus and Goggomobil. The 39th IAA in 1959 attracts 870,000 visitors and for the first time vehicles from the Soviet Union are on display.

**1956 Messerschmitt KR 200 Kabinenroller**

1960 to 1969: BIGGER IS BETTER

If the 1950s was the decade of the small car, visitors to the IAA during the ‘60s increasingly look at mid-range and second cars. Gone are dark post-war models, replaced by modern bright colours. The 40th IAA in 1961 attracts 950,000 visitors – a new record.

1965 sees Honda as the first Japanese car manufacturer at the IAA. Numerous exhibits now focus on safety, with one of the highlights being the safety belt and in 1969 ITT reveals the world’s first anti-lock braking system (ABS).

1970 to 1979: FROM CRISIS TO COMEBACK

The 1970’s are not an easy time for the automotive sector: cars were under fire, the oil crisis made fuel expensive and small, cheap and thrifty cars start coming from Asia. In 1971 the IAA was cancelled due to the unfavourable economic state of the industry and the sector only recovered from the recession in 1977.

German car manufacturers aim for a new record output, resulting in more than four million vehicles being produced. The 47th IAA thus becomes a symbol of the increased confidence within the German automotive industry.

1980 to 1989: NEWCOMERS AND DEPARTURES

The car has now already become the main mode of transport for people and goods – and an important economic factor. Every sixth worker in West Germany earns their living either directly or indirectly from automobiles. This decade sees the breakthrough for diesel engines and the first cars with fuel injection and turbochargers are mass produced, while interiors increasingly feature digital displays and on-board computers.

New models on show are mainly sold on their economy and low consumption. 1989 sees the last joint IAA with both passenger cars and commercial vehicles, as the Frankfurt grounds have become too small for the mass event: over 1.2 million people come to the 53th IAA.

The IAA was first subdivided in two in 1991. In odd-numbered years, the IAA Passenger Cars is held in Frankfurt; while even-numbered years see the IAA Commercial Vehicles in Hanover. The first “pure” IAA Passenger Cars was a huge success with a total of 1,271 exhibitors from 43 countries displaying their new products on some 200,000 square meters, drawing more than 935,000 visitors.

A total of 1,271 exhibitors from 43 countries displayed their new products and innovations on an exhibition site of some 200,000 square metres. With more than 935,000 visitors, the IAA Passenger Cars was extremely well attended.

1992: PREMIER FOR IAA COMMERCIAL VEHICLES

The first IAA Commercial Vehicles in 1992 attracts almost 1,200 exhibitors from 29 countries and 287,000 visitors. With an area covering 250,000 square meters, 46 % of the exhibitors come to Hanover for the first time and 66 % of the visitors were from the trade. The subdivision of the show can be deemed a success for the VDA.

1993 to 1999: WITH RENEWED DRIVE

Innovations under the hood clearly show that the automotive industry is taking environmental protection seriously. Changes to the drive systems and engines make cars even more economical and cleaner. The Smart has its world premiere in 1997 while electric cars herald a new era.

Mercedes-Benz presents the NECAR 3 “New Electric Car” at the IAA – the world’s first fuel-cell vehicle with its own hydrogen production on board. By 1999 the Toyota Prius has made hybrid vehicles acceptable.

**Sending a signal of things to come: alternative power**

Although the 9/11 terrorist attack on the World Trade Centre in New York cast a shadow over the IAA Passenger Cars, the exhibition went ahead all the same. As a mark of solidarity with the victims and their dependents, however, all show elements and loud music as well as the official opening ceremony with Federal Chancellor Gerhard Schröder were cancelled. VDA President Gottschalk explained this decision: “Because we could not permit terrorist forces to take away our freedom of action. And because, as a key international sector, we have a responsibility not to allow things to grind to a halt.” The general public unmistakably confirms that this is the right decision: More than 800,000 people visit the “quiet IAA”.

2002 to 2004: The IAA BREAKS THE ONE MILLION BARRIER

The 60th IAA Passenger Cars in 2002 broke all previous records for visitor numbers: Over a million car fans in Frankfurt turn this into the most visited IAA since 1991, when the IAA was first subdivided – still strongly influenced by the reunification boom.

And a year later the 60th IAA Commercial Vehicles in Hanover confirms once again its position as one of the world’s leading transport trade fairs. Under the title “A Mobile Future”, it proves its importance as a driving force for the entire industry with a record number of new vehicles and innovations.

Exhibitors present a total of 194 world premieres – 25 per cent more than in 2002 – as well as 61 European and 54 German premieres. The total of 1,370 exhibitors from almost every continent also sets a new record, proving that the IAA Commercial Vehicles has developed from a simple product show to a fully integrated trade fair, covering the entire value-added chain for mobility, transport and logistics.

2005 to 2009: THE CROWD PULLER

With around 940,000 visitors and Chinese brands represented for the first time, the 61st IAA in 2005 is the second best ever. Two years later. the IAA is one of the most successful, attracting close to one million visitors from 125 countries.

The 62nd IAA Commercial Vehicles in 2008 is the most successful commercial vehicle trade fair so far, raising the number of visitors to nearly 300,000. This IAA exceeds all figures from previous IAA Commercial Vehicles and sets a new record.

It was also the first time the industry had presented alternative powertrains. Despite the crisis year of 2009, the IAA Cars proves to be a magnet for visitors: Around 850,000 people visit the show, easily exceeding the organizer’s target of 750,000. The industry exhibits a range of options that left all options open, ranging from optimized combustion engines, via hybrids up to the all-electric car powered by batteries or fuel cells.

2010: FOCUS ON ENVIRONMENTAL TECHNOLOGIES

The 63rd IAA Commercial Vehicles exceeds all expectations: With 1,751 exhibitors from 43 countries, this has the second highest number of exhibitors ever. And with the new record of 272 world premieres, the IAA strengthened its position as the world’s most important trade fair for mobility, logistics and transport.

It also marks a turning point – the commercial vehicle markets around the world are expanding. The IAA took place at the right time, boosted by the recovering economy, showing that commercial vehicles are setting technological trends. They lead in environmental technology with vans and buses clearly moving toward alternative powertrains: hybrid drive, electric power and fuel cells.

In heavy trucks the trend is for further optimization of clean diesel engines that are becoming even more economical. Added to this are numerous innovations from suppliers as well as the makers of trailers and bodies. With 240,000 to 250,000 visitors, this IAA is average for the IAA Commercial Vehicles in this decade.

2011 THE WAY AHEAD FOR ELECTRIC MOBILITY

Over 12,000 journalists from 98 countries reported from the 64th IAA. Under the headline “Future Comes as Standard”, this IAA witnesses more exhibitors (1,012), more exhibition space (235,000 square meters), more world premieres (183) and more visitors (928,100) than its predecessor.

Innovations focus on efficient vehicles which also meet customer demands for safety, comfort, quality and design. Among the premieres are the “Hall of Electric Mobility”, the first of its kind among motor shows worldwide, the Electric Mobility Congress and the CarIT Congress on the topic of connected driving.

2012: THE FUTURE IS GREEN

The 64th IAA show has never been more international: 1,904 exhibitors from 46 countries. Under the slogan “Commercial vehicles – Driving the Future” the 262,300 visitors in Hanover also dramatically exceed expectations. The exhibitors present their developments in response to the major trends, such as Euro VI, aerodynamics, alternative drive systems, intelligent and predictive gear shifting, safety, lightweight construction, networking/telematics and extra-long trucks.

**2012 International Eagle makes an appearance at Hanover (Definitely NOT green)**

With 354 world premieres – more than two thirds of which come from suppliers – the IAA again sets a record for new products. 2,087 journalists from 56 countries report on the latest models and innovations, while test drives in electrical vehicles are offered for the first time.

2014 TRUCKING TOGETHER

**2014 Mercedes-Benz unveils its futuristic prime mover, envisaged for 2025**

Already the largest mobility trade fair, the 65th IAA Commercial Vehicles becomes even more international. 2,066 exhibitors from 45 countries exhibit 322 world premieres, covered by 1,944 journalists from 58 countries. China heads the list of the ten most represented foreign countries. The slogan is “Driving the future” with a focus on connectivity and efficiency and, over an area of close to 265,000 square meters, this year’s 250,000 visitors learn about the entire value-added chain for commercial vehicles.

2016 LOGISTICS FOR THE FUTURE

The IAA Commercial Vehicles was characterized by unprecedented dynamism. In 2016, the IAA was even more the trade show for decision-makers, and it was more international than ever. Three major themes dominated this IAA: Electromobility, digitalization and urban logistics. As part of the New Mobility World logistics, these topics were addressed at numerous congresses, on the LIVE stage in the outdoor area, during the "Guided Tours" and during many electric test drives on the IAA grounds. IAA visitors were able to immerse themselves in this new world of mobility and logistics and experience it directly.

2018 INDUSTRY IN TRANSITION

The 67th IAA Commercial Vehicles, with the motto "Driving tomorrow," fully lived up to its claim as the world's most important leading trade show for transport, logistics and mobility. The IAA showed that an entire industry is on the move! On all days of the trade show, the focus was on the megatrends of electromobility, digitalization and urban logistics – and this was the case for manufacturers of commercial vehicles and buses, the trailer industry and the many suppliers.

**In 2018 Ford jumps on the Future is Electric bandwagon with its F-Vision concept**

With 2,174 exhibitors from 48 countries, the already very good level from 2016 was topped once again. With 282,000 square meters of exhibition space, a new record was set. And with 435 world premieres, the IAA Commercial Vehicles 2018 once again surpassed the already very high figure from 2016.

2020 Covid-19 AND THE CONSEQUENCES

Due to the Covid-19 pandemic, IAA 2020 cannot be held in its usual form. The health risks and the associated measures to contain them have fundamentally changed the initial situation for the IAA Commercial Vehicles.

To be sure, the Covid-19 pandemic has shown the public and many citizens in a special way how elemental commercial vehicles are to maintaining the public's livelihood. Economically, the industry, as well as the IAA, is being impacted as never before. Against this backdrop, the IAA Commercial Vehicles 2020, which was scheduled to take place in Hanover from September 24 to 30, has been cancelled.

2022: IAA TRANSPORTATION: LEADING INTERNATIONAL PLATFORMFOR LOGISTICS AND TRANSPORT

1,402 exhibitors from 42 countries and a total of 230 national and international speakers were represented at IAA TRANSPORTATION and they presented their technical innovations, developments and concepts for tomorrow's climate-neutral mobility.

**eActros Prime Mover unveiled three years earlier than envisaged, reflecting the trucking industry’s intentions for the future of heavy transport**

“Following on from IAA MOBILITY, we have successfully developed and reinvented IAA TRANSPORTATION. We are now exhibiting the entire logistics spectrum, ranging from trucks to cargo bikes and delivery vans to parcel drones. This courage has paid off as the tremendous response from exhibitors and visitors showed that our new approach was the right way to go", said VDA president Hildegard Müller at the close of IAA TRANSPORTATION in Hanover. "Transport and logistics are the lifelines of our society and economy. The new IAA TRANSPORTATION concept has provided answers to the many challenges that the industry is now facing throughout the world. It became clear in Hanover that: our industry is delivering what is needed for a sustainable future”.

IAA TRANSPORTATION 2022 once again consolidated its position as the world's largest platform for the transport and logistics industry - around two thirds of the exhibitors were international companies. Visitors came from 72 countries.

The many global innovations that were presented here all focused on the electrification and climate neutrality of the drive train. The vehicle manufacturers presented a huge variety of electric and fuel cell-based drives as well as hydrogen combustion engines.

**Iveco and Nikola Electric. This is one big truck in the flesh!**

New and also a trend: Replacement kits that enable the diesel drives fitted in buses and trucks to be replaced by a new battery drive system. This concept will enable haulage companies and local transport companies to modernize their existing vehicle fleets during ongoing operations.

Bodywork and trailer exhibitors also presented a wide range of innovations that included electrified trailer axles and more especially, lightweight trailers that will reduce a tractor’s energy requirements. The bus manufacturers focused on the electrification of intercity buses and coaches.

"Our industry is resolutely driving forward the biggest transformation in its history and this is also making an important contribution towards solving the challenges that society is facing. The message from Hanover is this: We have the competence and the will to combine better logistics with more climate protection. The transport and logistics industry is now putting their innovations on the road - the climate neutrality mission is now in full swing”.

Impressive Presence, extremely high international Attention

IAA TRANSPORTATION welcomed a total of more than 1,400 journalists from 57 countries. The exhibitors organised 89 press conferences. International media from 97 countries accounted for 77 percent of the coverage. Posts on social media channels were viewed more than 2 million times. Apart from Germany, there was very intensive exhibition reporting about the exhibition in the USA, Canada, India, Japan, China and South Korea.

Exhibitors in detail: A total of 1,402 exhibitors presented themselves at IAA TRANSPORTATION 2022 and nearly two thirds of them were international companies. 260 of them were exhibiting bodies, trailers and semi-trailers and there were nearly 600 suppliers as well. 68 international start-ups were also present in Hanover for the first time. Six cargo bike manufacturers also presented their new products, making an important contribution to low-emissions and city-friendly logistics.

Visitors were enthusiastic about the new Concept and the Experience Opportunities

The majority of the visitors rated IAA TRANSPORTATION’S new concept very positively. In particular, the range of innovations, the new models and the internationality of the exhibitors were rated as extremely good. Above all, the opportunity to try out new products for yourself proved to be very popular: IAA Test Drives, which was one of the experience formats, was given top marks by three quarters of the visitors.

The next IAA TRANSPORTATION will take place in Hanover from the 17th to 22nd September 2024.