By Michael Zipf, Head of Internal Media, SAP
Every two years, almost a million car enthusiasts flock to the Frankfurt International Motor Show (IAA), the world’s largest automotive trade fair, to enjoy the legendary spectacle of automakers rolling out their latest models to an accompaniment of flashing lights, throbbing bass beats, and stylishly dressed dancers.
While the giant exhibition halls on the ground floor echo to the sound of visitors jostling to examine paintwork and leather....