IAA Mobility 2025: smart Lights Up Munich – with Innovation, Emotion, and Electrifying Highlights
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At this year’s IAA Mobility, smart was right at the center of attention. In the heart of Munich, the pioneer of intelligent mobility for urban environments and beyond showcased the current state of electric mobility and, with the confirmation of the smart #2, made a clear commitment to locally emission-free urban mobility of tomorrow.
As one of the most important industry events of the year, the IAA – that took place from September 8 to 14 – attracted visitors of all ages, media and mobility enthusiasts from all over Europe. At the IAA Summit, smart inspired trade visitors with mindful technology and bold design expressions. At the Open Space, a wide audience – from families to tech fans – experienced mobility up close through interactive formats, engaging conversations, and emotional experiences.
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Highlights so far smart kicked off the IAA Mobility 2025 with several notable moments:
The official confirmation of the smart #2 as the fourth model in the European portfolio – confirmed by smart Europe CEO Dirk Adelmann during the press conference at the IAA Summit on September 8
World premiere of the smart #3 Keith Haring “Celebrating the Streets” art car at the IAA Summit – the second edition of this artistic project following the world premiere of the first one-of-a-kind model at Auto Shanghai 2025 in April
Presentation of a limited smart #3 Keith Haring Edition at the Open Space – a Germany-exclusive model with a distinctive design, available in limited quantities
With these announcements and premieres, smart once again underlined both its innovative spirit and the creative combination of technology, design, and electric mobility.
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Right in the thick of things at the IAA Open Space
At the IAA Open Space at Odeonsplatz in Munich, smart made its debut at a European auto show with its entire model range: from the smart #5 Premium, the smart #5 Summit Edition, the smart #3 Keith Haring Edition to the smart #1 BRABUS. Visitors at the IAA Summit experienced the smart #5 BRABUS as well as the specially designed and unique smart #3 Keith Haring “Celebrating the Streets” art car.
A highlight was the brand’s participation in the IAA Family Trail, an interactive scavenger hunt for children and families that guided visitors directly to the smart booth. There, children could pick their favorite smart vehicle stencil, gathered stamps, stickers, and cutouts, and let their creativity run free by designing their own custom vehicle art.
In addition, smart’s art studio offered hands-on fun for guests of all ages: from decals to hang tags, visitors could personalize accessories perfectly matching their chosen vehicle, creating a truly unique and tangible connection to their favorite brand.
Whether at the art studio or at the IAA Family Trail – visitors experienced the brand and products up close.
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Test drives with the entire product portfolio
Interested visitors registered for their opportunity to test drive a model of the complete smart product portfolio, including the smart #1, #3, and the new smart #5. Throughout the event, over 430 test drives were completed – a clear sign of the strong interest in and appeal of the brand.
Events at a glance
Press conference & product presentation
The press conference at the IAA Summit on Monday offered new insights into smart's strategy, design, and future plans. More than 200 attendees followed the so called “smart Mobility Talk”, among them numerous international media representatives.
Today’s competition in the automotive industry is like a decathlon: You need to be on a good level in at least ten disciplines, while being on outstanding level in two or three of those.
Dirk Adelmann, CEO smart Europe
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smart x Celebrating the Streets Party
On Tuesday evening, the celebrations continued with the exclusive “Celebrating the Streets” party at the Open Space booth of smart – featuring signature drinks and an atmosphere full of good vibes. Around 200 guests danced the night away to the beats of four-time World DJ Champion DJ Fly, joined by celebrity guests and friends of the brand, including Roger Atkins, founder of Electric Vehicles Outlook, Isolde Holderied, two-times women’s world rally champion, and Prof. Johann Tomforde, one of the most influential people for the development and realization of the core values of the smart brand.
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Speaking engagements
smart Europe’s executives had a jam-packed week speaking at high-profile events.
On Tuesday, Aymen Ismail, Director of Customer Services, joined a panel talk from IBM, discussing how AI Is reshaping customer services and engagement in the automotive sector.
On Wednesday, CEO Dirk Adelmann spoke at two engagements: the Google Leadership Breakfast on AI-driven leadership and the Capgemini CXO Dinner, where he shared how the company’s product portfolio growth becomes key to success. At the IAA Summit Stage, Marketing & Communications Director Wolfgang Würth shared in a panel talk by Google how smart is using AI in his field to boost efficiency and speed up decision-making.
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After-work run with KRAFT Runners
On Thursday, the KRAFT Runners x smart After-work Social Run brought together more than 100 running enthusiasts. Participants completed a 10-kilometer course through Munich before gathering at the smart booth for a well-deserved cool down with drinks and music.
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Blending technology, experience, and dialogue, each day delivered new highlights – from live demonstrations of vehicle features and inspiring talks on electric mobility to creative moments at the Open Space and unexpected encounters with mobility visionaries, designers, and brand enthusiasts. With many inspiring encounters and engaging dialogues, smart further cemented its strong presence at IAA Mobility 2025, providing valuable impulses for the future of electric mobility.
