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English   A historical review: The International Automobile Show (IAA) and Mercedes-Benz
18.09.2010 von admin



Constantly increasing visitor numbers

In 1957 approximately 800,000 visitors encouraged the 649 exhibitors in their belief that further outstanding growth rates could be expected for the industry. 86 of the 700 or so exhibitors at the 39th IAA in 1959 were foreign companies, and visitor numbers rose to 870,000. A record of the 39th IAA kept by the Mercedes-Benz subsidiary in Frankfurt stated that the fair was “the most interesting show of the post-war period”. Accordingly, Daimler-Benz AG displayed its entire range of cars and trucks. “The fair was also highly successful for the subsidiary.” Meanwhile, however, the infrastructure in Germany was finding it hard to cope with all this technical progress and the advent of mass motorization: the VDA demanded urgent investment in the road network.

While the 1950s were very much dominated by the small car, visitors to the IAA during the 1960s were increasingly interested in medium-class and second cars. Brighter colors also became fashionable, in contrast to the dark tones of post-war automobiles. Conversely, the booming automobile industry was suffering a severe shortage of manpower.

Occupant safety was the main focus of the 40th IAA in 1961, with the seat belt the star attraction at the fair. The 950,000 visitors were also able to admire the self-service petrol pump. In 1963 the removable transistor radios presented at the IAA made life a little more comfortable in German cars. Mercedes-Benz presented the new car models 190 and 190 D, the new 220 SE convertible and the 300 SE, as well as the new M 833 and M 838 engine series. A total of 950,000 visitors were attracted to the exhibition site in Frankfurt – a new record. The breakthrough of mass motorization had been achieved.
Poster of the IAA 1957


Exhibition booth of the Kässbohrer Fahrzeugwerke 1959


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