So, you have a couple of new brake discs to introduce at the Geneva Motor Show and you need a way to draw attention to your booth amid an array of the latest and greatest high-performance supercars and futuristic electrified concept cars.
If you’re Brembo, you do it with color, or what the Italian braking component company termed “Beyond Color.”
“Brembo continues to experiment with color, keeping in step with the latest trends in fashion, art, style and design,” the company said.
“Since the very first, and now synonymous with the brand red caliper more than 25 years ago, Brembo has increasingly focused on and pushed the color spectrum of its products in order to characterize and strengthen the distinctive features of each vehicle it equips.
“Today, it continues to amaze and, after almost 60 years of innovation, goes further, with a provocation on color, which once again makes it a pioneer not only in technology, but also in design.
“For the Geneva Motor Show, in fact, Brembo was inspired by the world of fashion, design, art and style to coat some of its calipers with unusual ‘cloths’ for a car component, in a journey of provocations, chromatic suggestions and graphic textures.”
Thus Brembo showed calipers with camouflage patterns, glittered calipers — even one in argyle.
And to think, a Detroit automotive engineer once told me it was too complicated on the assembly line for me to get simple painted calipers that matched my car’s single body color.
Oh, and lest we overlook them, Brembo also unveiled two new brake discs at Geneva, a larger lightweight disc range for high-performance vehicles and the second generation of its dual-cast “floating” disc, still made of cast iron and aluminum but now lighter by 20 percent.