“Almost like a festival”: Robert Ader on IAA Mobility 2025

Robert Ader, you may have been CEO of Porsche Germany since May this yr. How have the primary 4 months been?

Robert Ader: In two phrases: intense and thrilling. But additionally as I anticipated. I do know the German market very properly.

In latest years, in your position as the worldwide Head of Marketing at Porsche AG, you had accountability for motor reveals around the globe. Munich’s IAA Mobility is approaching – do you view it any in another way now that you’re on the helm of Porsche Germany?

Ader: Yes, it’s certainly an fascinating development. We started designing the Porsche stand at Wittelsbacher Platz in 2024. At that point, I used to be nonetheless actively concerned in my advertising position. The workforce has since finalised the stand, and now the joint operational administration on web site with Porsche Germany begins. So I’ve switched sides – from slightly conceptual work and the stand development to the operational administration of the house.

Porsche on the IAA Mobility

Find all of the details about Porsche at IAA Mobility in Munich right here.

At the final IAA, Porsche had a really hanging stand that includes a large silhouette of a automobile. What is deliberate for this yr?

Ader: We are, after all, conserving the small print underneath wraps till the final minute however I can reveal this a lot: there shall be a large factor once more this yr, and the Porsche crest will play a central position.

What can guests anticipate at IAA Mobility in Munich in 2025?

Ader: We will showcase some excellent sports activities vehicles that may be skilled up shut. These embody artistically staged restricted editions, the brand new Cayenne Black Edition, and a real world premiere of our icon, the 911. We’re additionally providing a complete supporting programme: check drives by means of Munich in our all-electric fleet, together with Taycan and Macan fashions, in addition to check rides on Porsche e-bikes.

On stage, guests can get pleasure from a various programme that includes highlights similar to talks with Sean Wotherspoon and Arthur Kar, together with shock musical efficiency.

Our associate, La Marzocco, is offering a espresso bar, and at our water station guests can refresh themselves whereas supporting a superb trigger.

How so?

Ader: We are partnering once more with Viva con Agua. For each litre of water distributed from our water station, Porsche will donate two euros to the trigger. Together, we’re supporting international charitable initiatives that present secure entry to scrub consuming water and fundamental sanitation.

What does the IAA imply to you? Do motor reveals like this have a future?

Ader: The IAA in Munich is among the main highlights for me this yr – it’s a form of group gathering. I’m satisfied that codecs like this have a future. Fans and fans can have interaction with the vehicles at their very own tempo: touching, feeling and even smelling them. They can work together with our Car Explainers and expertise the spirit of our model. The open idea makes the model very approachable. It virtually appears like a competition. Our clients additionally get pleasure from attending the IAA. As a part of the present, we’re planning unique buyer occasions with model fans from throughout Germany. This demonstrates the sturdy enchantment of this motor present.

Last query: what do you would like for the 2025 IAA?

Ader: Good climate. The relaxation is underneath management!