Wolfsburg AG IZB 2024: "Driving Change Beyond the Event"

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Josef Schulze Sutthoff and Inga Rill-Hackstein discuss the exciting new formats being introduced at IZB 2024, Volkswagen's increased involvement, and the clear goals they hope to achieve.

Mr. Schulze Sutthoff, under what guiding theme is the IZB this year, and what objectives are you pursuing with it?

Josef Schulze Sutthoff: We have closely coordinated our leading theme "Empowering Partnerships" with Volkswagen. The background is the ever-shortening development cycles in the industry. Manufacturers must be able to respond very quickly to different market developments and customer requirements—and this can only be done together with the suppliers. This requires an early exchange and close dialogue between OEM and supplier, as well as among the suppliers themselves. Therefore, it's high time to elevate this cooperation to a new level at the IZB.

Ms. Rill-Hackstein, what are the main innovations compared to the year 2022?

Inga Rill-Hackstein: To strengthen the dialogue, we have introduced three new formats among others. First, the Connecting Area with the IZB-Livestage: a physical communication platform where manufacturers and suppliers can exchange ideas on-site. During the three trade fair days, we offer more than 20 sessions—covering a wide range of topics—with high-profile speakers from Volkswagen and well-known suppliers. Second, for Volkswagen's technical and executive staff, we are offering guided tours for the first time, so-called Walk & Talks, on innovations and current topics directly at the exhibitors' stands. This addresses their desire for more one-to-one dialogues with customers. Third, VW is itself an exhibitor with so-called Volkswagen Group Hubs. The four hubs focus on the theme areas of Interior & Exterior, Electronics & Connectivity, Powertrain & Battery, as well as Metal, Body & Chassis. VW experts will continuously be on site—both from procurement and from Technical Development. Suppliers had the opportunity to submit their ideas beforehand. Volkswagen has selected some of these to discuss together with the suppliers.

How heavily were the exhibitors involved in this further development?

Schulze Sutthoff: We conducted surveys and interviews with our clients, after the IZB 2022 and after our IZB Zoom In format last year. We have transferred the insights from these into IZB 2024. In the Volkswagen Group Hubs, for example, we meet the requirement that contacts from Procurement and Technical Development appear as a tandem. To generate more traffic at the stands, we are providing the Walk & Talks. We have planned more than 30 such tours.

How did you manage to get the Volkswagen Group more actively involved in the IZB again?

Schulze Sutthoff: The automotive industry is changing at an unprecedented pace. Response to market trends needs to be even faster. This requires strong partners. Of course, Volkswagen is also aware of this and emphasizes the speed of innovation, with VW's head of development Kai Grünitz acting as patron further highlighting the emphasis Volkswagen wants to place on innovation at the IZB.

Rill-Hackstein: Based on the feedback from our customers, we were able to very transparently demonstrate what suppliers expect at the IZB and the opportunities that early and close collaboration offers. Additionally, there was the "IZB Zoom In" last year, for which we received very positive feedback—a smaller, closed format focusing on a particular theme.

The Volkswagen dominance at the IZB was not always viewed positively in the past—it was sometimes referred to as a Volkswagen internal fair. How do you respond to this criticism?

Schulze Sutthoff: Our exhibitors know what to expect. They appreciate the extensive presence of the Volkswagen Group. Apart from this, other OEMs are also familiar with the trade fair and are closely monitoring its development. Additionally, for example, we record all the presentations from the Livestage: They are available online in the media library afterwards. This creates additional reach and allows all interested parties to experience new content and insights.

How has the number of exhibitors evolved compared to 2022, and how high is the level of international participation?

Rill-Hackstein: The number of exhibitors has slightly decreased. However, there is a trend towards larger booths, so our 38,000 square meters of exhibition space is fully booked again. About 40 percent of the 830 exhibitors are from abroad, nearly 80 from Asia. All in all, we are very satisfied with the numbers, especially because the quality of the exhibitors is high with many top companies present.

How many visitors do you expect?

Schulze Sutthoff: We expect about 40,000 visitors again. However, more important than the quantity for us as a trade fair is the quality of the visitors. We want something to happen afterwards; we want to bring the right people and companies together to ultimately turn innovations into marketable products much faster.

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Do the austerity programs of Volkswagen & Co., coupled with reduced travel budgets, cause you concern?

Schulze Sutthoff: A trade fair is an expensive affair for all parties involved. However, whether the visit is worthwhile depends not only on the costs but also primarily on the outcomes. We address this as a content fair by presenting content in a way that can lead to projects. The exhibitors we have recently spoken to are looking forward to the fair and our new formats. Volkswagen also remains very committed.

When the gates close on October 24: What conclusions do you hope to be able to draw then?

Schulze Sutthoff: That both Volkswagen and the suppliers say, "The fair really brought me something. When is the next IZB?"

Rill-Hackstein: That we have managed to bring the right people together very precisely—with a business deal, a project initiation, or a follow-up appointment.

*Claus-Peter Köth is Editor-in Chief of our sister brand 'Automobil Industrie' (German Edition). This article was published first on www.Automobil-Industrie.de (German language)