IAA: EV/AI Battleground & Forbidden Fruit

If you're looking for an auto show still worth attending - outside of China, that is - you will find what you are looking for in Munich, September 8-14. It is there that automotive titans from Europe, Japan, South Korea, and China will meet AI leaders from AWS, Qualcomm, Google, Microsoft, and Nvidia at IAA Mobility.

At stake is nothing less than the future of mobility, transportation, automobiles, and the industry as a whole. For Americans attending the event, IAA will be particularly eye-opening with a variety of Chinese car makers exhibiting - representing forbidden fruit from the Far East.

Jato Dynamics reported a doubling of Chinese brand vehicle sales in May in Europe, relative to the year-ago period. BYD, in particular, more than doubled its sales. Chinese brands are unwelcome thus far in the U.S., where a 100% tariff from the Biden Administration still stands. (Canada has its own 100% tariff on Chinese EVs - though there's no telling when Canada might reconsider.)

Chinese EVs are facing 33% tariffs in Europe, but have shifted to hybrids as a way to sidestep the steepest levies. IAA poses a particularly powerful attraction for U.S. visitors now that the U.S. is surrounded by a rising tide of Chinese cars in Europe, South America, Africa, the Middle East, and Mexico.

IAA is distinguished, though, mainly for the quality of its conference content and the diversity of its exhibit area. Unlike nearly every other auto show outside of China, IAA Mobility intersperses auto maker exhibits with those of suppliers. And the mix of suppliers includes everything from hardware and software to semiconductors and service providers.

The final note that makes IAA Mobility a powerful draw are the attendees at least during the first couple days that are more industry-centric. You can't swing a stick without hitting a senior industry executive from a car company or a supplier. But, please, do not swing a stick. Don't even bring a stick. Bring an open mind and heart and embrace the future at IAA Mobility. I will.