Alles gut. Mein Messerundgang in Frankfurt.

Submitted by Ralph Schollähn on Sat, 09/19/2015 - 15:50

Die IAA 2015 zeigt sich am ersten Pressetag morgens schon sonnig und auch etwas unruhig: Als ich auf die Messe komme ist der neue BMW Chairman bei seiner Pressekonferenz umgekippt. Der Arme, denke ich. Bei BMW wird doch alles so streng gemacht. Nun gut. Trotzdem will ich den neuen X1 sehen. Bis dahin ist aber noch etwas Zeit.

Als erstes ist immer die Festhalle dran. Und da hat Mercedes auch dieses Jahr wieder einen Top Job gemacht. Die Konfiguration der Architektur-Elemente ist ähnlich wie 2013 aber die Details werden immer feiner: Neben der Produktkommunikation hat mir besonders der Auftritt von Mercedes me sehr gut gefallen: Da ist wieder Gefühl drin und zudem wird visuell ein Gegengewicht zur aktuellen Corporate Design Schwarzwelt gesetzt. An die „schwarze“ Mercedes Bank kann ich mich ja gar nicht gewöhnen. Der Zwetschenkuchen mit Sahne im Nachmittag dann war bei der Bank Weltklasse, vielen Dank dafür. Tja und die Autos? Hammer. Das erzähle ich ja schon seit längerem, dass ich Gordon Wagener im Vorstand sehe. Wie seine Truppe Mercedes formal gedreht hat, ist super. Alle Fahrzeuge sehen gut aus. Contemporary 2015. Und mit dem GLC Coupé kommt ein Auto, was ich Messeübergreifend am formal gelungensten empfinde. Neben dem Siebener. Jawohl.

Die größte Überraschung für mich ist der neue BMW Siebener im IAA Shuttle Service. Und die beste Produktpräsentation. Neben den neuen Skoda Superbs sehe ich zwei Tage mindestens 100 Mal den neuen BMW Siebener an mir vorbeifahren und denke fast jedes Mal Wow. Das hatte ich von den Fotos nicht erwartet, dass der in Natur so gut aussieht: Ein Selbstfahrer-Siebener, definitiv. Dagegen hat die S-Klasse bei Mercedes immer noch etwas von einer Chauffeur Limousine. Egal, sowieso nicht mein Ziel.

Das heißt jetzt Audi Pavillon: Meine persönlich Best-Marke der Technik und Design-Kommunikation. Noch vor zwei Jahren mit dem Auftritt der hängenden Audi Stadt, den ich bei Publikumstagen besuchen konnte und der für mich der „All time ever best Messestand“ war. Ich darf das sagen, ich habe Automessen in den letzten 30 Jahre besucht. Und 2015? Hmmh. Audi scheint in der Kantenfalle zu sein. Nicht nur bei den Autos, wo die gesamte Serie und selbst das Showcar formal sehr zurückhaltend auftreten, sondern auch in der Inszenierung und Kommunikation des Messetandes. Ist das wirklich das Logo, was da oben in der Ecke eingequetscht auf Schwarz hängt? Ich vermisse ja schon länger das Herz, was bei Audi schlägt. Audi wirkt nicht nur durch die quattro-Eiswand sehr kühl und distanziert. Zwar hochtechnisiert, auch sehr komplex und zukünftig aber eben auch ein bisschen unnahbar. Packt künftig mehr Italien rein, Kollegen! Es ist doch alles da. Und gibt dem neuen Designchef eine reelle Chance, bitte. Ich wünsche mir wieder mehr Aufregung in Design und Kommunikation. So wie damals 1995 beim ersten TT.

Auf dem Weg zu BMW, immerhin eine Strecke einmal über die ganze Messe, chauffieren die BMW Siebener jeden, der nicht laufen will. Ich gucke mir beim gehen auch die Leute an und treffe den ein oder anderen Kollegen. Das hält übrigens die ganzen zwei Tage an: Walk & talk, sehr schön. Wie ein lebendiges Magazin über Aktuelles aus der Szene und vielfach erfrischender als sich nur über die Medien auszutauschen. Eine Umarmung geht eben noch nicht virtuell. Die BMW Halle empfängt uns dann gestaltet fast wie eine amerikanische Shopping Mall: Alle BMW Group Brands unter einem Dach. Rechts Rolls Royce und links Mini. Mit einer Überraschung: Ist das Mini oder Marco Polo Textilien, bzw. was ist denn hier passiert? Die gewohnte, englische Brick Wall ist ja noch da aber kein Graffiti mehr zu sehen. Mini wirkt zur Clubman Premiere fast ein bisschen langeilig nach Innen gekehrt, ohne Überraschungseffekt. Branding bedeutet hier eine Melange aus verschiedenen Erdtönen remixt auf einer Art Saville Road in Frankfurt. Der eindeutigste, gestalterische Change der gesamten Messe. Modern british. Warum eigentlich nicht. Vielleicht darf Bansky ja das nächste Mal ran. Passen würde es. Rolls habe ich mir nicht angeguckt. Und BMW? Wie immer. Autohaus Atmosphäre incl. eines Indoor-Track auf dem die Neuheiten fahren. Irgendwie zu Kirmesmäßig, zu mindestens für mich.

Und dann war da doch noch eine Überraschung: DS, die neue Marke bei Citroën bzw. in der PSA Group. Ein Messestand wie aus einem französischem Film. Dunkel, elegant. Und mit tollen Details im Interiordesign. Fast wie ein Club in Paris. Hier war ein Designer am Werk. Und dort habe ich auch am liebsten photografiert. Nur die Autos nicht. Waren da Autos? Auf dem Rückweg zu Mercedes fiel mir wieder mal Hyundai positiv auf. Nach einem wirklich innovativen Showcar in L.A, dem Enduro, war heute der Genesis dran und die neue Motorsportmarke N Performance in wirklich zeitgemäßer Grafik - flat - und mit einem tollen Showcar, bzw. Konsolenrenner in 1:1. Warum auch nicht. Das machen ja mittlerweile alle Hersteller, dass sie ihre virtuellen Playstation Phantasien real aufbauen, natürlich ohne Praxisbezug. Mir gefällt es trotzdem, so kommt die Kunst mit ins Spiel.

Was war noch? Porsche! Endlich mal etwas Standfeeling, der Marmor vergangener Zeiten wurde an BMW verkauft und die Autos stehen gut da. Und das alles weiß angemalt ist, versteht sich von selbst. Beim Showcar bin ich formal allerdings etwas ratlos. Ähnlich konsequent wie Audi das Lineal schwingt, schaut es bei Porsche aus, als ob das Ei immer weiter ausläuft. Erwin Wurm fühlt sich hier sicher bestätigt. Für die vielleicht wichtigste Sportwagenmarke der Welt sehe ich persönlich keine richtige Designentwicklung. Und dann war ja noch der BMW X1, den ich unbedingt sehen live wollte? Nun ja. Ein bisschen „Ken von Barbie“ - like. Und das gefällt mir eigentlich nicht. Daimler Kollegen allerdings lieben ihn. So ist das eben mit der Betrachtungsweise. Immer wieder gerne. Ich liebe eben Autos. Und schön waren dazu wieder die Gespräche.

Dann bis zum nächsten Mal.

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