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IAA MOBILITY 2025: Audi, BMW, Mercedes-Benz
The role of design as electric vehicle differentiator
2025/09/22
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Summary
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Audi: Concept C, Q3 e-Hybrid
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BMW: iX3
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Mercedes-Benz: Electric GLC, CONCEPT AMG GT XX
Summary
From September 8 to 12, 2025, the IAA MOBILITY took place in Munich for the third time. The trade show at the Messe München exhibition grounds was open to industry professionals from 9–12 September, with a dedicated Press Day on 8 September. The city center of Munich once again transformed into the Open Space, a unique mobility spectacle that was free for all to attend.
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| Event logo IAA MOBILITY 2025 (IAA MOBILITY 2025 organized by Verband der Automobilindustrie e. V., Photo: Copyright © VDA) | Event venue at Messe Munich, Germany (IAA MOBILITY 2025 organized by Verband der Automobilindustrie e. V., Photo: Copyright © MarkLines Co., Ltd. All rights reserved) |
The IAA has evolved from a traditional motor show into a global platform for all forms of mobility – from electric cars and autonomous vehicles to bicycles, buses, and smart city infrastructure.
This year's motto, “It's All About MOBILITY,” underscores that mobility is no longer just about vehicles, but about how people and goods move around the world. It reflects the idea that mobility connects people, places, and opportunities.
It also highlights the importance of cross-industry collaboration. Automobile manufacturers, technology companies, urban planners, energy suppliers, and start-ups are all part of the discussion.
Mobility drives innovation and promotes progress in the fields of artificial intelligence, electrification, digital connectivity, and sustainable solutions.
Last but not least, the motto encourages all stakeholders to design and shape a smarter, greener, and more inclusive future.
For the second time in a row, the World New Energy Vehicle Congress (WNEVC) played a prominent role at the international mobility trade show in Munich.
Under the motto “The New Phase of German-Chinese Cooperation in Industrial Transformation,” this year's edition highlighted the evolving partnership between the two countries in the fields of e-mobility and industrial innovation.
IAA MOBILITY 2025 hosted around 750 exhibitors from 37 countries and attracted again over 500,000 visitors. The number of Summit visitors increased by 13 percent compared to two years ago.
This report highlights the latest innovations presented by the three biggest premium European OEMs at this year's event.
The IAA is evolving into a showcase for design innovation, driven by the rapid shift toward electric vehicles, digital integration, and software-centric car architecture. What was once theoretical is now becoming reality. This design leap signals a daring transformation, especially from BMW, Mercedes and Audi. The design of their cars proves that electric vehicles can be ambitious, luxurious and highly individual, leaving their previous utilitarian image behind.
Among the standout premieres were the all-electric D-segment SUVs from BMW and Mercedes-Benz — the iX3 and the electric GLC — both of which celebrated their global debut.
These two models mark a significant advancement over their predecessors, the EQC and the previous-generation iX3, and are clearly engineered to compete directly in the premium midsize electric SUV segment.
While BMW's iX3 distinguishes itself with superior range and rapid charging capabilities — enabled by a larger battery and 400 kW fast-charging, the electric GLC sets itself apart through refined luxury features such as Magic Sky Control and an expanded front storage compartment.
The Concept C study shown by Audi marks a major stylistic shift, setting the tone for Audi's production models from 2027 onward.
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