IAA MOBILITY Success Stories
Riese & Müller
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Eight months after IAA MOBILITY 2025, Dr. Sandra Wolf, CEO of Riese & Müller, explains in our interview why participating in IAA MOBILITY 2025 was a huge success for her and her company, what the benefits of attending were, and why she wants to participate in IAA MOBILITY 2027 with Riese & Müller again.
What was your greatest success at IAA MOBILITY 2025?
Dr. Sandra Wolf: Our greatest success was demonstrating that high-quality e-bikes and cargo bikes have a natural and respected place at a mobility show. A show that traditionally is dominated by the car industry. The huge interest in our products at the Open Space, from families to business partners and policymakers, confirmed that people are actively looking for sustainable ways of mobility. We showed that Riese & Müller isn't simply 'also there' among car manufacturers, but that we are shaping the future of mobility in our own right.
What is the most significant moment you remember?
Dr. Sandra Wolf: A key moment for me was when I looked across our stand and saw visitors lining up to get a closer look at our bikes, while around us, the major automotive brands presented their latest concepts. It was a powerful symbol: sustainable, human-scaled mobility is no longer a niche. It stands confidentially at the center of the mobility conversation. That moment captured the shift happening in society and our role in it.
What’s the key benefit for your company from IAA MOBILITY 2025?
Dr. Sandra Wolf: The biggest benefit was the quality of direct contacts. We met customers who were really curious, partners who want to build mobility concepts with us, and policymakers who see cargo bikes as a core part of urban logistics. The conversations give us valuable insights and momentum for strategic development. The IAA Mobility allowed us to position Riese & Müller as the premium e-bike brand driving innovation in sustainable mobility.
Why are you planning to participate in IAA MOBILITY 2027? What’s the key benefit for you?
Dr. Sandra Wolf: Why? Because the transformation of mobility is far from complete, and we want to help pioneer it. The IAA Mobility gives us a platform to reach a broad and diverse audience and to showcase how e-bikes and cargo bikes can change the way how cities move. We plan to build on the strong visibility and engagement from last year and continue strengthening our role as one of the most innovative and influential mobility manufacturers in Europe."