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The IAA is known as the "home" show for the German manufacturers. That is why Daimler,VW Group and BMW Group take over entire halls to showcase their latest models and innovations.
Up until 2009 BMW constructed its own marquee in the Agora area of the Messe this has now been replaced with the construction of the Portal Haus and Hall 11.
Audi now take residence in the Agora with their own showcase stand.
The use of Hall 11 has allowed BMW to showcase its brand with an indoor loop which in 2015 allowed visitors to take specially chauffeured rides in the new 7er,BMWi and BMW M models.
In 2017 the main event arena will be enclosed with the loop around it to bring a similar TED-vibe event for Cars.

The IAA differs from other shows like NAIAS because BMW @ Detroit is relatively a postage stamp in the corner of the arena.
The NAIAS starts the year off mainly for the Domestic and import market especially for the year ahead. It's the key important US show for BMW as it is annually just like the other annual show in Geneva. The BMW World Premiere for the NAIAS in 2018 is the BMW X2.

The IAA unfortunately has a lot of manufacturers who are not attending in 2017.
Such as Nissan,FCA Group,Volvo,PSA group amongst others.