Porsche Gears Up for IAA Mobility 2025: CEO Robert Ader Promises Festival Atmosphere and a World Premiere

Porsche is set to make a significant impact at the upcoming IAA Mobility 2025 in Munich, with CEO of Porsche Germany, Robert Ader, describing the event as "almost like a festival." Ader, who recently transitioned into his new role, shared insights into Porsche's plans, highlighting a blend of exclusive vehicles, engaging experiences, and a commitment to social causes.

Key Takeaways

• A world premiere of the iconic 911 will be a major highlight.

• Visitors can expect to see limited editions and the new Cayenne Black Edition.

• Test drives of all-electric Taycan and Macan models, plus e-bike rides, will be available.

• The Porsche stand will feature a prominent Porsche crest and a large, eye-catching element.

• The brand is partnering with Viva con Agua, donating two euros for every liter of water dispensed to support clean water projects.

A New Role, A Familiar Event

Robert Ader, who took the helm as CEO of Porsche Germany in May, expressed that his first four months have been "intense and exciting." Having previously led global marketing efforts for Porsche AG, Ader brings a unique perspective to his role at the IAA Mobility. He noted the transition from conceptualizing the stand in 2024 to now overseeing its operational management on-site.

What to Expect at the Porsche Stand

While details remain under wraps, Ader confirmed that the Porsche stand at Wittelsbacher Platz will feature a significant visual element, with the Porsche crest playing a central role. Attendees can look forward to experiencing outstanding sports cars up close, including artistically staged limited editions and the new Cayenne Black Edition. The much-anticipated world premiere of a new 911 model is also on the agenda.

Beyond the vehicles, Porsche has curated a comprehensive supporting program. This includes opportunities for test drives in Munich with their all-electric Taycan and Macan models, as well as test rides on Porsche e-bikes. The stage will host talks with notable figures like Sean Wotherspoon and Arthur Kar, alongside a surprise musical performance.

Community and Social Impact

Ader emphasized the IAA's importance as a community gathering, believing that such formats have a strong future. He highlighted the ability for fans to engage with the cars intimately – touching, feeling, and even smelling them – and interact with brand representatives. The open concept aims to make the brand highly approachable, fostering a festival-like atmosphere.

Porsche is also reinforcing its commitment to social responsibility through a partnership with Viva con Agua. For every liter of water dispensed at their water station, Porsche will donate two euros to support global charitable projects focused on providing access to clean drinking water and sanitation.

Looking Ahead

When asked about his hopes for the 2025 IAA, Ader humorously stated, "Good weather. The rest is under control!" This sentiment underscores Porsche's confidence and meticulous preparation for what promises to be a dynamic and engaging presence at the major automotive exhibition.