IAA Mobility 2025

 

Show Analysis and Exhibitors’ Communication Strategies Put to the Test

 

 

 

 

Electromobility dominated IAA Mobility 2025 – but who truly won the battle for attention? While German manufacturers still led the headlines, international challengers from China and beyond made significant gains.

 

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The Mobility Discourse at IAA Mobility 2025

Our analysis highlights how power dynamics in media coverage are shifting and which topics generated the most attention:

 

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Which manufacturers gained the highest visibility on an international scale – and which brands managed to stand out unexpectedly.

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How reach and engagement differ between traditional media and social platforms – and what that means for your communication strategy.

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Which narratives shaped the discourse, where engagement peaked, and what risks and opportunities emerged for brand communication.

 

Gain exclusive insights and align your communication strategy with the topics that resonate most in your industry environment.

 

 

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INSIGHT REPORT

IAA Mobility 2025 highlights: Electromobility dominates the discourse, but the competition for attention is shifting. Our analysis of more than 30,000 contributions from online news and social media between September 8 and 11, 2025, reveals which manufacturers and models are in the spotlight – and how traditional media and social platforms differ.

 

Key findings at a glance:

  • German premium OEMs still in the lead: VW, BMW, and Mercedes secured the largest share of media visibility – but are facing increasing pressure from international competitors.
  • Asian challengers on the rise: BYD, Xpeng, and Hyundai achieved strong reach and engagement, especially across social media.
  • Electromobility as the dominant narrative: With over 154,000 interactions, e-mobility generated three times more engagement than all other automotive topics combined.
  • Climate and combustion engine debates remain relevant: While sustainability lost momentum compared to EV highlights, discussions around traditional engines remained surprisingly strong.
     

 

 

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