Tesla will reportedly attend this 12 months’s IAA Mobility Present in Munich, Germany in a moderately uncommon transfer for the EV maker.

Germany’s Automobilwoche, a sister publication of Automotive Information Europe, confirmed with present organizers that Tesla will current its electrical autos within the open air at Munich’s Königsplatz through the occasion operating September 4-8.

Whereas the choice is nice information for the present, which moved from Frankfurt to Munich in 2021 in a bid to draw extra guests, it is fairly sudden for Tesla, because the EV maker solely not often attends auto reveals. It’s not recognized which fashions Tesla could have on show at IAA Mobility or whether or not it is going to provide check drives. 

In keeping with Germany’s DPA information company, the Tesla sales space shall be round 200 sq. meters (2,152 sq. ft), which is moderately small for a automobile present.

Tesla will be a part of German automakers, Renault, Opel, and Ford participating in present, together with Chinese language manufacturers together with BYD, FAW’s Hongqi luxurious model, Leapmotor, Seres, and Dongfeng. The Chinese language carmakers purpose to develop their attain into Europe.

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Tesla’s choice to attend the IAA Mobility present comes at a time when different automakers want to cut back their advertising and marketing budgets. Stellantis, for instance, has solely confirmed its Opel model for this 12 months’s auto present in Munich. 

Prior to now, Tesla has on uncommon events attended automobile reveals, particularly when it had a brand new mannequin to showcase. The corporate’s first such occasion was the 2006 San Francisco Auto Present, the place it confirmed the unique Tesla Roadster.

The EV maker additionally attended the 2017 Los Angeles Auto Present in 2017 when the Tesla Mannequin 3 made its auto present debut. Tesla was additionally among the many OEMs that participated within the 2021 Shanghai Auto Present. 

As a substitute of exhibiting at pricey auto reveals, Tesla usually prefers to unveil its new fashions and applied sciences via its personal occasions and on-line platforms. This enables the corporate to have extra management over the messaging surrounding its merchandise and to succeed in a wider viewers immediately.

We’ll see if Tesla’s IAA 2023 presence would be the exception that proves the rule for the EV maker or the primary signal of a change of technique. 

Talking of a change in technique, the corporate not too long ago did a U-turn on promoting. Shortly after CEO Elon Musk mentioned in Might 2023 that the model would “strive a bit promoting and see the way it goes” throughout a shareholder assembly at Giga Texas in Might 2023, Tesla began promoting on Google Advertisements.