Brembo unveils data-forward vision, new products

STEZZANO, Italy — Brake maker Brembo S.p.A. wants to be on the forefront of automation and sustainability, and it wants a younger generation to think it's cool.

The company aims to become a "solution provider" in addition to being a product provider, according to CEO Daniele Schillaci, who presented the firm's "Brembo Next" digital ideology during a virtual presentation with media on Sept. 16.

During the event, Brembo unveiled new products, including a mirror-finished "green" disc brake, a brake spring that reduces residual torque and a customizable system that allows each tire to activate independently.

"We entered into a new era made of artificial intelligence and big data," Mr. Schillaci said. "Our plan is to become a truly digital company, delivering digital solutions.

"In that regard, we will further strengthen our innovation capabilities on a global scale through the creation of R&D centers of excellence in our main regions. We want to infuse our solutions with AI and sustainable technologies to become an aspirational cool brand for the generations to come."

Mr. Schillaci said the company wants to ensure that each new Brembo product is greener than the one before.

New products

The main target of its new products was to prove the company could reduce brake emissions by 50%, according to Allessandro Ciotto, Brembo's advance R&D director, who said the ultimate goal is to reach zero emissions from brake friction in the future.

"It's a very big challenge, but we are proud of the results," Mr. Ciotto said.

Designed for premium and luxury cars, the new Greentive disc brake features a tungsten-carbide coating applied to its ring, using High-Velocity-Oxy-Fuel (HVOF) technology. The company said the coating reduces brake dust, which gives the disc longer life and keeps the wheel cleaner.

The name Greentive is a fusion of the words "green" and "distinctive," the company said.

"Moreover, the coating offers a high level of corrosion resistance, a feature particularly appreciated in the new generation of electric cars, where the braking system is used differently," the company said.

The brake also has a mirror finish and Brembo branding to stand out.

The new coating technology can be applicable on the brake ring of all Brembo disc concepts, the company noted, including solid, lightweight, dual cast and two-piece floating discs.

The company also unveiled the ENESYS (Energy Saving System), Brembo's new generation of brake spring technology, designed to diminish a brake's residual torque.

The spring's task is to make sure the brake pads return to their initial position in the caliper once the brake pedal is released, thus avoiding undesired friction between the pads and the brake disc, the company said.

Mr. Ciotto said Brembo's brake-by-wire system will be a key as the company pushes toward automation. The system has an actuator for each tire, which means braking torque can be adjusted for each tire.

The company claims the system will stop a vehicle five times faster than traditional brake setups. He said the system has an open interface that is able to interact with other AI systems in a car.

The sharing of data "will help optimize performance" of the vehicle, he said, which is especially important for the future of electric vehicles.

Investments

"We are on a mission to anticipate the impact of the mega trends that are shaping the automotive industry and to surprise our partners by offering them solutions that are at the cutting edge of innovation," Mr. Schillaci said.

The R&D centers of excellence to be built around the world are different than the R&D centers already in place, he said. The new centers will be focused on automation and sustainability.

"We are looking for more diversity in thinking on this topic," Mr. Schillaci said.

The company plans to invest in new hires and marketing as part of the Brembo Next campaign, too.

The company did not disclose a specific investment amount or a timeline for completion.

"Data is the fuel of the future," Mr. Schillaci said. "It's important to understand how to manage the data. … Hence, we are putting more focus on all things related to data management."

Brembo is planning a training program throughout the company to move to a data-first approach and create a new digital innovation department.

"It's an exciting area, and we are lucky to be in a place where a lot of things are happening," he said.

When it comes to marketing, Brembo said it will focus on a younger generation. He said they will look to reinforce the legacy of the brand and continue a focus on motorsports.

He said the company would be announcing the new marketing efforts near the end of the year.

With nearly 11,000 employees in 14 countries and 18 manufacturing plants, Brembo supplies high-performance brake systems for key makers of cars, commercial vehicles and motorbikes worldwide, as well as clutches and other components for racing.

In North America, Brembo is represented by Brembo North America Inc. in Plymouth, Mich.