Mercedes-AMG GT 63 S E Performance is seen ahead of the Munich Motor Show IAA Mobility 2021. Picture: REUTERS
Media days were packed, with international motor journalists rubbing shoulders with senior executives from every major motor company. It was almost impossible to keep pace with the nonstop programme of product launches and press conferences. Companies competed for the ultimate wow and the biggest headlines.
Frankfurt used to be so big that some journalists dropped with exhaustion after chasing events in the enormous halls. On my first visit, before e-mails and digital gadgets transformed communications, the show’s official courier company promised to transport up to 10kg of press releases and photographs to the office of each of the hundreds of accredited journalists, anywhere in the world.
As social media and other digital platforms increase their share of automotive marketing, consumers are less inclined to go and look at rooms full of vehicles. Motor dealers say most customers do their homework online. Their visit to the showroom floor is mainly to confirm what they think they already know, and to complete the deal.