Tesla will not be at IAA Mobility 2025 in Munich. The German Association of the Automotive Industry (VDA) confirmed Tesla's absence approximately one month before the event, which runs September 9-14. Tesla has not explained why.
What Tesla Did at IAA 2023
Tesla's last IAA appearance was significant. In 2023, the company used the Munich show to debut the refreshed Model 3 for the European market and displayed the Tesla Semi truck. The IAA platform gave Tesla direct access to European media and buyers in a setting dominated by German legacy automakers.
Skipping 2025 breaks that pattern and leaves Tesla without a physical presence at Europe's most prominent automotive event.
Who Will Be There Instead
The 2025 show has attracted record participation from Chinese manufacturers. BYD, XPeng, and Leapmotor will all exhibit alongside the established European brands — Mercedes-Benz, BMW, Volkswagen Group, Hyundai, and Polestar. For Chinese entrants in particular, IAA is a strategic opportunity to build brand recognition in Europe's largest car market.
Tesla's absence hands that spotlight to its competitors at a time when its European market share is declining.
What This Might Signal
Tesla has not announced new products targeted at Europe for late 2025. The Model Y Performance launched from Giga Berlin on August 29, but that was done via Tesla's own channels — online configurator and direct deliveries — without a trade-show reveal. Tesla's broader strategy of selling directly to consumers and delivering software updates over the air arguably reduces its need for exhibition space.
However, the timing is awkward. Tesla's European registrations fell 40% year-over-year in July 2025, and the brand is under pressure from both European incumbents and Chinese newcomers. An IAA presence could have demonstrated commitment to the European market.
The Practical Takeaway
For European Tesla owners, the IAA absence changes nothing about vehicle deliveries, service, or software updates. For prospective buyers comparing Tesla to competitors showcasing at Munich, the company's absence is one more data point in a European narrative that Tesla would rather change.