smart celebrates 25 years anniversary at IAA Mobility 2023


smart makes premium, all-electric mobility solutions experienceable for everyone with various activities during this year’s IAA from 5.-10. September in Munich – while celebrating the brand’s 25th anniversary! Find the highlights for visitors, fans, companions, and media below. 

 Join smart at the smart booth in Munich downtown 

For the general public, the smart booth at the IAA Open Space at the corner Ludwigstrasse / Schonfeldstrasse (booth LS405) will be the place to be. Here, European audiences have the chance to take a look at the all-new smart #3 for the very first time. The newest member of the vehicle family is smart’s first ever sports utility coupé, that delights with the perfect organic balance of muscular sportiness and sensual elegance. It will soon be on sale in Germany with many other European markets to follow in 2024.


In addition, the current model smart #1 will also be presented at the smart booth. Visitors have the chance to not only see but also experience the vehicle firsthand during a test drive. Slots for the test drives can be booked at the smart booth. 

As a special treat for all smart fans, the brand will also present its new coffee table book “Always unconventional” at the smart booth. This collector’s item recalls the brand’s milestone moments from the past 25 years and inspires its readers with visionary stories, art and extraordinary images. By launching this exceptional collector’s piece, smart enables an immersion into the unconventional world of smart with all its products, people and untold stories. 

Keynote with smart, TikTok and IBM at the IAA Summit 

On September 6th at the IAA Summit trade visitors, suppliers, dealers and decision-makers can get valuable insights in a dynamic Keynote on “Selling Cars on TikTok: How smart tapped into automotive culture and accelerated sales” with moderator Jens Sulek, Executive Partner at IBM, whose technology powered and measured the campaign's success, smart CXO Björn Schick, and David Roland, Head of Brand Partnerships at TikTok. The speakers will explore the transformative power of the TikTok Automotive community and unravel the secrets behind the success of smart's campaign. Trade visitors who want to learn more on how smart's game changing TikTok campaign revved up the automotive industry with the launch of their new product in this dynamic session can join us at the Yellow Stage on Wednesday, September 6th at 11:00-11:15 a.m. 


Exclusive party at the Filmcasino 

An exclusive party on September 3rd at the Filmcasino under the motto “All-Electric. Never Silent” with high-profile guests like artist Stefan Sagmeister, who has delivered six artworks for smart’s coffee table book, rounds off the brand’s activities at IAA. During the event, smart will showcase a completely new and limited 25-year-anniversary-edition vehicle.  

Journalists and media who are interested in reviewing the new smart #3 or joining smart during the “All-Electric. Never Silent” party can reach out to eu.communications@smart.com. 


Press contact:

Lisa Trittler