Tesla will reportedly attend this 12 months’s IAA Mobility Present in Munich, Germany in a slightly uncommon transfer for the EV maker.
Germany’s Automobilwoche, a sister publication of Automotive Information Europe, confirmed with present organizers that Tesla will current its electrical automobiles within the open air at Munich’s Königsplatz through the occasion working September 4-8.
Whereas the choice is nice information for the present, which moved from Frankfurt to Munich in 2021 in a bid to draw extra guests, it is fairly surprising for Tesla, because the EV maker solely not often attends auto exhibits. It’s not identified which fashions Tesla can have on show at IAA Mobility or whether or not it’s going to supply check drives.
In keeping with Germany’s DPA information company, the Tesla sales space will likely be round 200 sq. meters (2,152 sq. ft), which is slightly small for a automotive present.
Tesla will be part of German automakers, Renault, Opel, and Ford participating in present, together with Chinese language manufacturers together with BYD, FAW’s Hongqi luxurious model, Leapmotor, Seres, and Dongfeng. The Chinese language carmakers intention to develop their attain into Europe.
Tesla’s choice to attend the IAA Mobility present comes at a time when different automakers want to cut back their advertising budgets. Stellantis, for instance, has solely confirmed its Opel model for this 12 months’s auto present in Munich.
Up to now, Tesla has on uncommon events attended automotive exhibits, particularly when it had a brand new mannequin to showcase. The corporate’s first such occasion was the 2006 San Francisco Auto Present, the place it confirmed the unique Tesla Roadster.
The EV maker additionally attended the 2017 Los Angeles Auto Present in 2017 when the Tesla Mannequin 3 made its auto present debut. Tesla was additionally among the many OEMs that participated within the 2021 Shanghai Auto Present.
As a substitute of exhibiting at expensive auto exhibits, Tesla usually prefers to unveil its new fashions and applied sciences by way of its personal occasions and on-line platforms. This permits the corporate to have extra management over the messaging surrounding its merchandise and to succeed in a wider viewers straight.
We’ll see if Tesla’s IAA 2023 presence would be the exception that proves the rule for the EV maker or the primary signal of a change of technique.
Talking of a change in technique, the corporate just lately did a U-turn on promoting. Shortly after CEO Elon Musk stated in Could 2023 that the model would “attempt slightly promoting and see the way it goes” throughout a shareholder assembly at Giga Texas in Could 2023, Tesla began promoting on Google Advertisements.