BMW CEO Harald Krueger collapsed during a news conference at the Frankfurt Auto Show and was helped off stage by staff.

Krueger stumbled backward and fell on his back during the first five minutes of the presentation of the German auto house's new lineup Tuesday morning.

Staff rushed to help Krueger back his feet, and he rubbed the back of his head, looking stunned as he was lifted up.

The cause was not immediately clear, but Krueger was conscious when he left the stage with the help of staff. The news conference was postponed until later in the day.