It is no surprise that if anybody can be relied upon to take “the art of selling brakes” to a new level in marketing design terms, it would have been an Italian manufacturer!
In this case, it was Brembo, and the occasion was the ‘Milan Show’ (EICMA in November last year), with an avant-garde booth dripping with design loveliness that had a practical engineering message as well as intended brand status signals.
With the company now firmly ensconced as a Harley-Davidson vendor and currently ploughing hundreds of millions of Euro into expanding their US facilities, the company pulled out all the stops at Milan to position itself as the motorcycle industry’s premium brake product manufacturer.
Part meeting palace and part art gallery, Brembo’s aftermarket parts program was treated with the kind of display reverence normally associated with Europe’s collections of fashion industry designer consumer goods or crown jewels!
Our compliments to Brembo’s marketing team for delivering value from what was no doubt a substantial investment!
www.brembo.com
