It’s September, and in-person events are slowly returning to Europe. This week saw the return of the IAA fair. It moved from Frankfurt to Munich, and its new rebrand is the IAA Mobility. It’s an opportunity for car markers to show off their latest designs and concept vehicles, but it’s also an event struggling to show its relevance. Is IAA show still relevant? Do people still visit car shows to look for their next purchase or aspirational car? COVID made car makers pivot sharply to online sales. Online vendors such as Tesla and Carvana, have shown there’s another way. Many…
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