Daimler CEO Kallenius optimistic about Munich auto show despite COVID

BERLIN -- Daimler CEO Ola Kallenius said he feels optimistic about this year's IAA auto show in Munich, where Mercedes-Benz is expected to unveil the full-electric EQE large premium sedan.

In an interview with Automotive News Europe, Kallenius said he is expecting a visitor-friendly, open-air event focused on celebrating the car and mobility.

He admitted the show would not match the scale of previous IAAs held in Frankfurt, but he praised the high quality of the Munich trade fair grounds.

"The show will not be as gigantic as during the old Frankfurt days, maybe it will be a little more 'bite sized,' but there will still be enough room for the brands to show off their latest and greatest products," he said.

• Read the full interview with Daimler CEO Ola Kallenius here.

The EQE will challenge models such as the Tesla Model S and Porsche Taycan. It will be built on Mercedes' Electric Vehicle Architecture (EVA), which debuted on the EQS. Mercedes is also expected to debut a new generation of its SL sports car at the Munich show.

The biennial IAA, organized by the VDA auto industry association, is Germany's biggest automotive showcase. It is held every two years and alternates with the Paris auto show, which was cancelled last year because of the pandemic.

Automakers will have a reduced presence at this year's IAA, which takes place from Sept. 6-12.

Mercedes and fellow German brands BMW, Volkswagen, Audi and Porsche have said they will be present.  Ford, Renault, Hyundai, Polestar and Chinese brands including Leap Motor and Silk-FAW also will attend.

Stellantis' brands including Peugeot, Citroen, Fiat, Alfa Romeo and Jeep will skip the event. Opel, Stellantis' German brand, is still considering whether to attend, according to sources.

When asked about the reduced presence, Kallenius said he thought many companies are still likely hesitant to make commitments because of the pandemic.

The 2021 half virtual/half real-world IAA is expected to go ahead without the benefit of the follow-up attraction of Munich's annual Oktoberfest, which was recently canceled due to coronavirus concerns.

With just three months to go before the start of the show, Kallenius said time was running out for companies to make a decision about attending. "If somebody still needs to make a decision, they have to do it fast," he said. "Although, with the concept that will be used at the trade fair grounds, it is possible to take part on short notice."

Last week the organizers behind the Geneva auto show announced their intention to go ahead with a February 2022 show, with a focus on in-person events combined with digital innovations.

"We already know our show will be a kind of hybrid show," GIMS CEO Sandro Mesquita told Automotive News Europe in a telephone interview. "Digital is important and will play a role in our show, however, physical contact is something that is also important, and our exhibitors are looking for that."