DETROIT -- Very few auto parts have enough cachet that customers recognize and covet them by name.
Recaro seats, Pirelli tires and Bose speakers come to mind -- but Brembo brakes might have the most star power of all. Anytime a Ferrari, Porsche or Lamborghini pulls into view, the brightly painted Brembo calipers shine from the wheels like a billboard.
The Italian brake manufacturer has maintained an aura of exclusivity even as it expanded into more-affordable cars. Now, Brembo S.p.A. Chairman Alberto Bombassei is positioning his company for the future with cutting-edge technologies such as carbon ceramic rotors and brake-by-wire.