As software continues to reshape mobility, the automotive industry—along with workshops and service providers—is undergoing a major transformation. In response, the organisers of the Automechanika trade fair brand, in collaboration with HEY/PIONEER, are launching a new international road show.
This initiative invites tech and mobility leaders, decision-makers, and start-ups to come together and exchange ideas ahead of the next Automechanika flagship event in Frankfurt. The road show will make key stops in Las Vegas, Berlin, and Lisbon, spotlighting the future of software-defined vehicles and their growing influence on the aftermarket landscape.
Tech Takes the Wheel: Insights from the Automechanika Road Show at IFA Berlin
As part of IFA Berlin on 4 September 2025, industry experts and start-ups from the automotive and tech sectors came together to explore the theme “How Tech is Driving the Future of Mobility.”
Moderated by Hans Hamer, CEO of the HEY/PIONEER mobility platform, the event featured dynamic discussions on how artificial intelligence, software-defined vehicles, and digital services are transforming the automotive landscape.
Hamer reflected on the impact of these advancements, stating: “The HEY/PIONEER Reception demonstrated how software-defined vehicles, automated mobility, and emerging digital business models are already reshaping the rules of the industry. It’s becoming clear which innovations are gaining traction and which challenges lie ahead.”
Olaf Mußhoff, Director of Automechanika Frankfurt, also expressed enthusiasm about the exchange of ideas: “Engaging directly with tech entrepreneurs and start-ups brings valuable momentum to the ongoing evolution of Automechanika trade fairs worldwide. The automotive aftermarket is well-positioned to lead in this technological transformation — and that’s the core purpose of our road show.”
With its panel of high-calibre speakers, the networking event was a real highlight. Wencke Schmidt (Director Automotive, Manufacturing & German Mittelstand for Google Cloud) supplied insights into the role of cloud technologies in the automotive industry: “The transition to software-defined vehicles requires companies to rethink everything. We are supporting this transformation with Google Cloud because it is a comprehensive platform that not only accelerates vehicle development and improves the customer experience but also facilitates the optimisation of sales and aftersales operations.”
He was followed by Tobias Liebelt (CEO of Benteler Mobility), who addressed international partnerships and technological challenges, emphasising that: “Our experience has shown that autonomous driving can only succeed when numerous components work together. That is why we are not building a single vehicle, but rather an entire mobility ecosystem – by working together with partners who help to design the infrastructure, operation and financing.”
The discussion was concluded by Roy Uhlmann (CEO & Co-Founder of Motor AI), who presented new AI approaches for autonomous driving. He underscored the importance of dialogue: “I love how this Reception succeeds in bringing together such a wide range of perspectives. Open dialogue is essential if we wish to achieve a shared understanding of transparency, accountability and applicable European standards for autonomous driving. In my opinion, this is the only way that we can continue to drive forward the greatest innovation the automotive industry has seen in recent decades.” Olaf Mußhoff brought the panel discussion to a close with a sneak peek at a new event format that will be taking place as part of the next Automechanika Frankfurt from 8 to 12 September 2026.
New format for Automechanika Frankfurt 2026: “HighTech4Mobility”
In this new format, everything revolves around software-defined vehicles, advanced driver assistance systems, autonomous driving, in-car-entertainment, cybersecurity and energy management. The event hosts discussions of key trends for the future. The goal is to offer tech companies at Automechanika Frankfurt a presentation platform to facilitate the creation of international networks and the sharing of ideas between the aftermarket and software firms. Here, there is a particular focus on the far-reaching changes that software-defined vehicles and new technologies are bringing to the aftermarket. Workshops offer a good example: while these changes force them to develop entirely new competencies, over-the-air updates are also opening up brand new opportunities for services. HighTech4Mobility addresses these developments and offers a stage for the tech cases of the future.
