“In Munich, we are creating communal spaces where people can interact. We therefore welcome the new IAA Mobility format,” says Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG. “The concept of the IAA MOBILITY 2021 draws on aspects of our appearances at the IAA 20 in Frankfurt, where we addressed new target groups with a dialogue-based and experiential format and focused on topics of social relevance. This clearly shows how electrification is gaining further momentum across all brands. Seven out of ten premieres are purely electric models. Mercedes-Benz is showcasing the entire breadth of its current and future electric mobility portfolio. The central message is “Lead in Electric”. With a diverse array of themed experiences in the city centre, on the Blue Lane and at the exhibition centre, the car manufacturer is making its transition towards a zero-emissions, sustainable and digital future emotionally tangible. At the IAA MOBILITY from 7 to 12 September 2021 in Munich, the luxury automotive brand is taking advantage of all the opportunities offered by the new format of the International Motor Show (IAA). And thanks to this impressive sculpture, it’s also hard to miss!Īnd Katrin Adt: Many thanks for this great kickoff for the IAA in #Munich with the #MercedesBenz Vernissage.Ĭome and visit us at Odeonsplatz, too! I’m looking forward meeting you either there or at the IAA Summit to hear your ideas for the future of mobility.Creating an encounter rather than purely presenting vehicles: Mercedes-Benz is pressing forward with its dialogue-based and experiential brand presence at trade fairs. Our presence in Munich is all about sustainable and digital solutions for the future of mobility. But I don't want to reveal too much, yet. There, I can present our ideas and developments and give insights into what drives us as global automotive industry. Because of this, I’m very excited to join the upcoming #IAA myself. Recently in July, we took the strategic step of "Electric Only", underlining our commitment to an emission-free future at the end of the decade, where market conditions allow. We – in industry and as a society – want to strongly engage against climate change worldwide. Our motivation is to enrich the inhabitants and guests of the city of Munich and to link the IAA with the topics that are important to us. The monumental, aerial sculpture is constantly changing due to natural forces and thus symbolises the dynamics of our ecosystem. The sculpture's name is a reference to the 2010 Chile earthquake, which may have resulted in a 1.26 microsecond shortening of each day on Earth, when a single physical event shifted the earth’s mass. The public living art venue invites and inspires people to discuss the sculpture, the idea behind it and the artist itself. The work of art entitled "Earthtime 1.26 Munich" is a prominent part of our Mercedes-Benz AG brand presentation at the IAA MOBILITY in Munich. This installation has now spanned Munich's Odeonsplatz for the last few days. It’s precisely this idea that we’re pursuing with an art installation by Janet Echelman, an American sculptor and fibre artist. How do you draw attention to a topic that’s very important to you? You place it in the middle of Munich's city centre, where tens of thousands of people see it every day.
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