Isabel Petri da Silva named Director of IAA MOBILITY at Messe München

Messe München appointed Isabel Petri da Silva as Director of IAA MOBILITY & International Automotive Shows with effect from February 2026. She succeeds Christine von Breitenbuch, who has moved to a new management role at Messe München, and reports to Christian Vorländer, Executive Director of the Mobility division. IAA MOBILITY is hosted by the German Association of the Automotive Industry (VDA) and organised in cooperation with Messe München, with the project managers responsible for planning and delivering the format; Petri da Silva holds that responsibility on behalf of Messe München. She joined the company in January 2025 as Head of Sales, Sponsoring and Partnerships for IAA MOBILITY, where she led the global sales strategy. She previously worked as Director of Business Development, Sales & Marketing at software company Tobii UX Explore, Chief Commercial Officer at consulting and IT firm NFQ Asia, and Head of Sales at Startup Events GmbH, the organiser of Bits & Pretzels.