Good news after many cancellations: While many western and Japanese manufacturers of the IAA stay away from the crowd, China start-up Byton has announced itself for the industry show.
Many established go, the newcomers come: After brands such as Mazda, Volvo or Peugeot have canceled their participation in this year's IAA, new producers from the Far East could close the gap at least a little. As one of the first, the Chinese start-up Byton has announced to exhibit at the auto show. The appearance is one of the preparations for the start of the brand in the coming year, as the German CEO Daniel Kirchert has now declared. Other Chinese brands could follow.
Byton plans to start producing its first series M-Byte in China at the end of the year and start selling in early 2020. At the end of 2020, the electric SUV should also come onto the market in Germany and compete against competitors such as Tesla, Mercedes and Audi. The company wants to largely do without conventional advertising, so in addition to smaller events with potential customers, the IAA therefore plays an important role in promoting the brand.
Many established, above all Japanese and European manufacturers will stay away from the fair this year. Amongst others, all French manufacturers, the General Motors brands Chevrolet and Cadillac as well as Nissan, Mazda, Toyota and Mitsubishi will be missing. In many cases, cost constraints and doubts about the advertising impact of the expensive exhibition appearance play a role.