Hardly any classic cars at the IAA 2013 or how to miss the chance to emotionally charge your own brand
Compared to other motor shows such as the Geneva Motor Show, the IAA in Frankfurt is a gigantic show. There are roughly the same number of brands spread over around ten halls plus various outdoor areas as in Geneva. Anyone who thinks that the manufacturers will use the available space to showcase their history is sadly mistaken.
Porsche, for example, is celebrating its 50th birthday without a 1963 ancestor, which only appears in the background videos. Or Audi is spotlighting a potential original Sport Quattro successor in bright yellow. What could be more obvious than placing the original next to it? Opel reactivates the Monza with a beautiful study. Where is the original Monza? The wish list could be extended endlessly. No, it's not even worth thinking about what would be possible.
And why should the manufacturers present classic cars at the trade fair? Just to satisfy the needs of hopeless nostalgics? No! The reason is that the brands are running out of customers. The average age of a new car buyer is now over 50. Young people are missing that certain something. They miss character and independence in modern cars. And they are looking for emotions. What could charge a brand more than its own history? What conveys more sympathy than a shiny chrome oldie? And that brings us to another point. For a brand that has a history, it has a huge competitive advantage over Korean or Chinese newcomers that have no brand history whatsoever. Wasted opportunities - wasted money.
Only in the case of Jaguar is it understandable that the new C-X17 SUV is being presented without a historical role model next to it. There simply isn't one. But even there, a reference to the glorious history in the form of an old car would have provided an enormous boost.
However, there is one notable exception: Volvo. At the presentation of the new Concept Coupé, a beautiful white P1800 is always in view in the background and one floor above (see picture above). Volvo of all companies - now in Chinese ownership - is reflecting on its own roots and is sure to be successful.
Subaru is positioning the very first Type 360 passenger car in a somewhat remote corner of the huge stand, celebrating 55 years of production. On the upper exhibition level, Mini is exhibiting a fully chromed Mini from 1999, which was commissioned by David Bowie. Unfortunately, the car can hardly be photographed due to its shiny exterior. A small, evil Cooper S in British Racing Green with a white roof would have been an absolute eye-catcher and would have sold the other cars like hot cakes.
Mercedes tuner Brabus draws attention to its activities as a restorer with two examples of the W113 Pagoda and the W 108. On request, Brabus also guarantees that the exhibits have been restored absolutely true to the original and that no tuning whatsoever can be found under the old bodywork. Let's believe that...
The remaining few classic cars on the manufacturers' stands can be counted on one hand. Nevertheless, there is a special show organized by the Oldtimer Working Group (ADAC Oldtimer Section together with partners) on the subject of "IAA 1983" with a number of interesting vehicles such as the prototype of the later Porsche 959, which at that time was still simply labeled "Group B".
German icons such as the VW Golf II, the Mercedes 190 E 2.3-16, the first diesel BMW 524td, the Opel Calibra and a Ford Sierra XR4 were also given well-deserved honors. And there is also an Audi Sport Quattro and an Opel Monza. However, one would have liked to see something close to their 2013 editions.
From abroad, there are two cars to admire that have already completely disappeared from everyday traffic: a Renault Fuego in the turbo version and a Fiat Ritmo Cabriolet.
The Red Cross is presenting another special vintage car show. Two different versions of the Mercedes tail fin as an ambulance from manufacturer Binz, or VW Bus T1, Opel Rekord and Mercedes Stroke Eight as an ambulance evoke nostalgic feelings. However, we are glad that today we are picked up by hospitals on wheels. After all, the equipment in cars back then was very spartan and the chances of surviving the trip to hospital were probably far lower than they are today.
That's almost the end of the classic car show, apart from the Citroen HY of the Alsatian tarte flambée vendor or the VW T1 with a contemporary trailer as a Coca-Cola sales stand. That's it. Dear marketing and sales professionals, come up with something for 2015. Take advantage of the opportunities and possibilities offered by your own history. Otherwise you may soon be history yourself...
We have put together a small picture gallery on the subject of "Classic cars at the IAA 2013", which shows over 30 photos of the classic cars on display.
