Representing the interests of the automotive industry will in future be financed less by the IAA auto show and more by membership fees. During the golden days of the largest international automobile fair in Frankfurt with more than a million visitors at times, this world's largest automobile fair, which takes place every two years, brought a lot of profit. The organizer was the Association of the German Automotive Industry (VDA), which was apparently able to finance a good three quarters of the annual budget from the income. The IAA in Munich in September brought less profit.
The automaker's exhibition space was limited to a fraction of what it was before, the stands brought in less money because the trade fair was cut in half, and there were additional costs for the virtual appearance. Now the IAA allegedly only brings in a quarter of the association's budget, which is said to be in the order of 24 million euros. The 675 members of the VDA will therefore have to pay roughly three times as many fees directly to their industry association in the future. The increase is to be decided on next Thursday at a general meeting.
However, the major car manufacturers will have to pay less for the increase in membership fees than previous trade fair appearances.
In 2015 Audi had set up a huge tent with 800 employees on what was then the Frankfurt IAA site, at an estimated cost of 20 million euros.
In previous years, Mercedes had rented the Frankfurt Festhalle with more than 12,000 square meters.
The appearance at the IAA is said to have devoured a high double-digit million amount.
Compared to these opulent presentations, some of the presence at the IAA at the new Munich location, with only a few electric models in each case, was just a savings appearance.
Meanwhile, rumors are growing that VDA President Hildegard Müller could give up her office by summer 2022 to become CEO of the energy company EnBW.