Image credit: Esther Kokkelman
Tesla is ending its 10-year hiatus to shine at the Munich auto show, signifying its response to the mounting competition in the electric car sector.
The IAA mobility show, a prominent event that takes place in Germany every two years, is scheduled to be inaugurated by Chancellor Olaf Scholz on Tuesday. However, major auto manufacturers, including Tesla, leveraged Monday’s press preview to showcase their upcoming models.
The electric transformation in the auto sector will be a significant theme at the IAA this week. While many eyes are on Chinese manufacturers targeting the European market, the spotlight is firmly on Tesla, who is making its grand return to the IAA for the first time since 2013.
Pictures were shared below by Esther Kokkelman of the new Model 3 at the Munich auto show, which surprised many at the show:
The new @tesla model 3 refresh/Highland can be seen at the IAA mobility summit in Munich, Germany.
It will be possible to see this beauty there from September 5-9.
Go check out this amazing vehicle in Munich!@teslaeurope @IAAmobility @TeslaGermany_ #TeslaGermany #model3Highland pic.twitter.com/Z9jjJAWJkb— Esther Kokkelmans (@EstherKokkelman) September 4, 2023
Jan Burgard of Berylls automotive consulting group expressed that Tesla’s appearance in Munich highlights its strategy to address the surging competition, reports AFP.
Although Chinese manufacturers, having secured a substantial share of their local market, are now vying for a European audience with cost-effective electric vehicles, Tesla’s decision to attend the Munich event indicates its commitment to maintaining a dominant position in the industry.
However, it’s not just the competition that is being addressed. Environmental concerns also hold center stage. Climate groups, including Greenpeace, have planned protests to challenge the auto industry’s practices. Greenpeace spokesperson, Marissa Reiserer, criticized the auto industry’s model, arguing, “The car industry persists in producing vehicles that are oversized and heavy, thus jeopardizing our planet with this approach.”
