brandchannel talked with Sandberg about the evolution of the Brembo brand:
For our readers who aren’t perhaps aware of the colored caliper market, what is it and what role does Brembo play in it?
It’s very significant. At the end of the day if there’s anything that’s a trademark for our company, it’s probably our colored brakes. If you go to non-car people—some of whom certainly don’t know what a brake is or especially a caliper or rotor—if you start talking about Brembo brakes, and if they show a blank face, it’s very easy to say, ‘Have you seen the red wheels in cars?’
We were the first to paint a caliper and first to paint an aluminum caliper. The development and growth of the company over the last few years has been driven by the big-wheel craze… that gave a great opportunity for something that was functional and looked great. That’s where Brembo really excels.