It took just a few days for “Sold” signs to adorn the windscreens of several classic cars at the IAA Heritage by Motorworld. Some exhibitors were even able to attach them to all of their vehicles by the end of the IAA. “The way trading, selling and being contacted took place over the last ten days was great fun, that was really sensational, and at times there was a euphoric atmosphere,” says Meike Poweleit, Head of Trade Fairs and Events at Motorworld.
Full halls on the trade visitor and public days, cheerful, interested and affluent visitors from all over the world, satisfied exhibitors, and a colourful variety of exhibits – that was the positive balance of the IAA Heritage by Motorworld, which celebrated its premiere at this year’s IAA Cars on September 12-22. For the first time, the Motorworld Group had transformed all of Hall 4.0 into a world of classic mobility, building a bridge between the roots of mobility and its future.
“As part of the ‘IAA Experience’, the IAA Heritage by Motorworld brought the fascination of cars to life. Classic cars awaken memories – which was really well received by the visitors,” says Meike Poweleit. “Since it was a premiere, we were really keyed up – and we were overwhelmed, having received nothing but enthusiastic feedback from both exhibitors and the public.”
“The atmosphere in the hall was tremendous. And we only got good feedback from our customers, who were pleasantly surprised. We’re satisfied, and our sales activities were a success as well,” sums up Luis Mohr from Mohr Klassik. “Our goal was to become better known through the IAA, especially in the classic car and classic-to-be segment. Previously, we were perceived mainly as a supplier of commercial vehicles,” says Katharina Gassmann from Gassmann.
“As a permanent guest at the IAA, in 2019 we had a new location which we had chosen deliberately. For the first time we were there together with Motorworld in Hall 4.0. That enabled us to display a fantastic combination of today’s supercars and magnificent classic cars”, explains Sven Gram from Brabus. “Not only was the feedback from the visitors positive as a result, but as in previous years the crowds were unwaveringly large as well.”
Premium classic cars, classic sports cars, classics-to-be and limited editions were all to be found on the international trading floor at the heart of the IAA. Also present were providers from the fields of restoration and care, spare parts and accessories, lifestyle and art. The AvD provided for a racing feeling with slot car races and race simulators.
Alongside top-quality classics and many exotic vehicles, several special displays also made visitors’ pulses beat faster. Among them was a Ferrari exhibition showing two of the world’s most valuable classic cars: a 1958 Ferrari 250 Testa Rossa Spider Scaglietti and a 1960 Ferrari 250 GT California Spider SWB. A Ferrari 365 GTB/4 Daytona brought back memories of the IAA 50 years ago in 1969, when it was presented for the very first time. On display in another exhibition were classic Bugatti automobiles, including several original vehicles together with some reconstructions.
Smiles were conjured up on visitors’ faces by the VW “Bulli” special show and the iconic flower power Samba bus. Used as a press taxi on the press days, it was not only the most colourful, but also the most popular means of transport around the IAA grounds.
Also well received by the media was the Microlino, an electrical and modernised version of a bubble car from the 1950s. “The IAA Heritage by Motorworld was perfect. We hugely enjoyed it,” sums up Merlin Ouboter from Microlino. “Even though we didn’t have any classic cars on offer with our Microlino, it fitted into the hall concept simply due to its design. The press days were particularly good.”
Stephan Wagner from the start-up company Retromotion has also recognised the opportunities offered by being present on marketplaces created by Motorworld: “The Motorworld booth was just fantastic. For us as a co-exhibitor, it was a chance to present ourselves at the IAA. And we’ll be at future Motorworld trade fairs as well.”
The successful appearance at the IAA, the leading international mobility platform, is the perfect tailwind for Motorworld Classics Berlin, which will be taking place in the German capital city on November 20-24. For the first time, it will be opening its doors parallel to the Boot & Fun Berlin leisure trade fair. It begins on November 20 with the “Gala Night of Boats and Classic Cars”.
More details: www.motorworld-classics.de