The economic crisis has hit the automotive industry with full force. The VDA German Association of the Automotive Industry, as the organiser of the International Motor Show (IAA) in Frankfurt, went the extra mile for it with a concession to exhibitors. For the very first time the association offered companies from the supplier industries more flexible participation options during the show (September 17 to 27, 2009). They were able to reduce the length of their appearance to the first half of the motor show. On the first four days of the exhibition journalists and professional attendees are admitted, but the public has to wait outside. Even so, many automotive suppliers, and some carmakers too, stayed away from this year's fair in Frankfurt/Main. Behr, Thyssen Krupp, Hammerstein, Ina, Continental and others did not take part, dimming the appeal of the previous supplier hall 5.1. Alternatives presented by the VDA met with very little interest.
 
Initially, the company Brose from Coburg had intended to join the firms not exhibiting at the IAA 2009. It therefore let the December 2008 deadline pass. The crisis had worked its way through to Brose, but since the IAA Motor Show for passenger cars had previously been the main event and major platform for the family businesss external communications, it was still wondering whether it should stick with the fair after all. If it did, however, the participation would have to be as low-budget as possible.
 
Four months later, in April 2009, the decision was taken. "We are a reliable partner, even when the economic going is tough. We stand by our corporate values - and by our participation in the IAA," says Günter Ettinger, the officer in charge of marketing and trade show activities at Brose Fahrzeugteile. "We realised that a presence at the 2009 motor show would give us an important competitive edge by setting us apart from our rivals" - even if he also admits that the decision to take part was preceded by a lot of difficult soul-searching.

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