On September 8 local time, the 2025 IAA Mobility in Munich kicked off its media day. The IAA Summit will run from September 9 to 12, followed by the public-access Open Space from September 9 to 14. Centered on the theme “IT’S ALL ABOUT MOBILITY,” this year’s event focuses on three key areas: mobility, sustainability, and technological innovation. As a major global stage for the automotive industry, IAA 2025 serves not only as a platform for new vehicle launches but also as a barometer showcasing industry strategies and cutting-edge technologies.
Latest Trends and Key Issues
The event continues its “dual-venue + city-wide open” format, bringing experiences between Munich city center and the exhibition halls: the latest technologies like Advanced Driver Assistance Systems (ADAS) and Vehicle-to-Everything (V2X) are demonstrated on public roads, with visitors able to participate in test drives. Organizers emphasized “bringing the future to the streets,” transforming the auto show from a static display into an interactive experience.
Regarding industry challenges, European automakers face a complex landscape. On one hand, Chinese brands’ growing market share in Europe is compelling traditional manufacturers to accelerate the launch of more competitive electric vehicles. On the other, the EU’s 2035 carbon neutrality target and uncertainties surrounding transatlantic tariff policies are adding pressure to the industry. Multiple executives stated during the event that emission reduction pathways and investment timelines require reassessment. The affordability of EVs has become a focal point, with several newly launched models setting starting prices around the €25,000 range, signaling that price competition has fully intensified.
Newest Models and Global Strategy
In terms of product unveilings, BMW introduced the all-new iX3, the first mass-produced model under its “Next Generation” strategy, showcasing the brand’s latest advancements in electric propulsion and intelligent cockpits. MINI displayed two John Cooper Works concept cars, continuing its sporty heritage while highlighting the shift toward electrification.
International manufacturers are also actively expanding their footprint. Turkish brand Togg announced the German launch of its T10X while simultaneously unveiling the T10F model, signaling ambitions to broaden its European market presence. Chinese automakers are stepping up their investments: Leapmotor showcased its latest B05 model with plans for European deliveries starting in 2026, while GAC announced the Aion V’s entry into multiple international markets and revealed its new model timeline. It is clear that IAA 2025 is no longer a stage for traditional European and American manufacturers alone, but a competitive arena for global players.
Overall, the IAA 2025 is not merely an automotive exhibition but a microcosm of the global shift toward electrification and intelligent transformation. From “cutting-edge tech hitting the road” to “electric vehicles becoming more affordable,” and from rivalries to cross-border collaborations, IAA 2025 highlights both opportunities and challenges facing the automotive industry. Whether established European automakers or emerging Asian players, all are sending a clear message through this Munich platform: competition in future mobility will intensify, and the market landscape will accelerate its reshaping.
