MILAN, Dec. 14 (Class Editori) — "Braking can be beautiful": a slogan created by Brembo in April 2019 for the inauguration of their second plant in Nanjing and the launch of the Stezzano Research Centre. This motto already foresaw what would come to life two years later as a pioneering braking system: Sensify, merging Sense and Simplify, the nature of Sense, "the ability of every person to perceive an external stimulus, signal, message," like a coded message, and Simplify, synthesis of the "best product in harmony with the vehicle".
The system was presented a few months ago in Italy and, on December 8, it was tested in China at the Kunshan Circuit, International Racing Ground for Demo Cars, a few kilometres from Shanghai, installed on a Tesla 3, transported from Italy by Savino del Bene, company of international transport and logistics, for a demonstration of efficiency in front of the Chinese customers, particularly NIO.
The new braking system is the result of a decade of constantly evolving work as proved by the creation of the Inspiration Lab in the Silicon Valley, namely a hub where innovation and start-ups meet which will soon become testing ground for young researchers.
The global leader in braking systems has been focusing on developing equipment for electric vehicles for some years now and its Chinese plants are closely working with Tesla, NIO and Xpeng. Moreover, Tesla has decided to increase production in its Shanghai plant, which manufactured 413,000 cars in November, the largest market share worldwide. A small part of this production was meant to be exported to EU countries.
EVs are making great strides thanks to the Chinese consumer's inclination towards new technologies. According to last October's China New Response to Climate Change report, presented in November during the National People's Congress of the PRC as an appendix to the 14th Five-Year Plan in the chapter dedicated to EV cars, in last June six million cars were sold, compared to half a million in 2020.
What will the innovative braking system that will be in operation in early 2024 look like?
"Speaking of Sensify, Brembo is pushing the boundaries of what is possible with a braking system, opening up entirely new opportunities to drivers to improve their experience on the road and customize brake response to their driving style. Sensify gives drivers peace of mind they are looking for," Daniele Schillaci, CEO of Brembo, explained.
Brembo has not only created an innovative product, but also a different way of driving, with the result that, on the one hand, the environmental impact is reduced thanks to the lower emissions caused by the friction between pads and discs and, on the other hand, allows the driver to be safe when lost in thought thanks to a "silicon intelligence" software based on predictive algorithms and data management.
Basically, the brakes combined with the four wheels move independently. It could be defined as a holistic view of the braking system, but it also represents the commitment and the dedication to be in search of the best, or perhaps even the most beautiful solutions, given the design of the braking system. Therefore, the slogan "braking can be beautiful" —contained and stylistically represented in the advertising that recalls Depero, pioneer of futurism, constantly looking for the myth of speed, mitigated nowadays by the absolute safety of braking— finds its raison d'être in Sensify.
Just a few days ago, Brembo was awarded for its leadership in corporate sustainability from CDP, according to the parameters of the non-profit organization that evaluates companies, cities and associations' commitment to the environment. The Double A is an important recognition that confirms the awards previously received. In addition, Brembo is included in the forty groups that appear in Euronext and Borsa Italiana's new MIB ESG index gathering listed companies that implement the best sustainability practices.
This fact, apparently taken for granted by Italy, should be read in relation to the Chinese context, going back to April 2019 when, during its inauguration, Alberto Bombassei, Founder and CEO of the Group up until a few months ago, when he stepped down from his operational roles, emphasized the need to pursue circular economy in a country where difficulties are certainly greater than elsewhere. However, Brembo went further with Sensify, perhaps thinking of the hundreds of pile-ups that take place on Chinese roads and the resulting exhausting traffic jams, mostly caused by drivers suddenly braking since, despite using a GPS, they are uncertain of which direction to take in the labyrinthine Chinese road network.
It cannot be ruled out that its customization ability, due to AI algorithms, will lead to reduce rear-end collisions and queues.
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