11 January 2021

Brembo succeeds at Automechanika Shanghai

The presentation of the Aftermarket range to the Chinese market also marked Brembo’s return to global automotive trade fairs. 

In December, Brembo successfully took part in the 16th edition of Automechanika Shanghai, the most influential Aftermarket trade fair in the Far East and a doorway into China’s boundless automotive market, ranked first in the world, with a fleet of over 250 million vehicles in circulation.

Due to the global Covid-19 pandemic, Automechanika was the first trade fair, after a year, which Brembo returned to take part in with its own booth.

In this edition, the Group presented its entire restyled Aftermarket range, conveying four key messages to emphasise how Brembo is a growing global concern, a top brand among the biggest players in the world, synonymous with excellence and a leader in technology, innovation, design and style.
In this significant setting, Brembo exhibited its brake discs, brake fluid, remanufactured calipers and brake pads, in the double Low Met and Nao Ceramic range designed for the Asian market. The new brake caliper repair kit was also presented for the first time in Shanghai, and the Brembo booth was further embellished by a display of the carbon ceramic brake disc and Extremo caliper for LaFerrari along with a Ferrari F1 braking system.

Roberto Caravati, Aftermarket Chief Operating Officer, and Marco Moretti, Head of Aftermarket Marketing, dedicated a video message to journalists and customers alike, in which they stressed how the entire Company, in keeping with its new vision, is today focused on making the Brand even more Digital, Global and Cool to incorporate products, services and data with superior added value.

The range development throughout 2020 also kept up with the positive pace of recent years, with more than 400 global new entries across all product categories and almost 250 additions specifically for the APAC markets, with over 30 new “specialties” (brake discs from the X Range as well as composite discs).

Moreover, it was underscored that Brembo will continue to invest in new digital tools, new products, new services and new bespoke innovative packages for all customers:  distributors, retailers, mechanics, and fans, confirming how the Brembo Expert and Training programme registered positive results, with 86 training courses held in 23 different cities, with the total number of Brembo Experts in China having reached 1200 stores, more than 400 of which are new.

An array of outstanding results were presented at Automechanika Shanghai 2020, also virtually for the first time, in order to aid industry specialists who were unable to attend in person due to the pandemic. Indeed, the trade fair registered approximately 80 thousand visitors in person and around 580 thousand virtual participants.
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