Because some developments in the world of technology do not occur or do not occur as quickly as predicted or dreamed of, we want to take a look at the trade fairs. For a long time, especially in the automotive sector, they were characterized by opulent stands, fireworks displays of new products and gorgeous models. Many beautiful moments are associated with the IAA in Frankfurt, to which some people made a pilgrimage as a five-year-old holding their father’s hand. Or the salon in Geneva, small and elegant, which is history, partly because hoteliers charged outrageous tariffs. Then, in a toxic mix of orchestrated headwinds and impotence, the end of all car shows was prophesied. But now slowly. After the death knell is before rebirth. BMW boss Oliver Zipse told us at the Paris Motor Show that trade fairs were becoming more important again. True, the personal encounter, the hand on the metal, stroking, feeling, smelling, sensing – digital experiences complement emotion, they do not replace it. The love of cars is alive, especially live, despite all the cassandra calls. The week before last, 508,000 visitors came to the trade fair in Paris, 25 percent more than at the previous exhibition. That’s only half compared to the most successful times, which go back to before Corona. But still a remarkable signal. In addition, there is the initiative of the European manufacturers, primarily BMW, Volkswagen and Renault as well as the French and German economic ministries, for a common signal of acceptance. The IAA can and hopefully will use this spirit. Appear with self-confidence instead of submissively trying to please everyone. With attractive stand and admission prices and an attractive concept. Trade fair in the country of the inventor of the automobile, optimistic, cosmopolitan, innovative, fascinating, that’s possible, shall we bet?
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