Strategic positioning and market expansion
The new factory is located in Rayong province, south of Bangkok, and aims to supply leading motorcycle manufacturers in Thailand with state-of-the-art braking systems. Creating around 150 jobs, the plant is expected to start operations in the first quarter of 2025. Brembo’s CEO, Daniele Schillaci, emphasizes the importance of the ASEAN market for the company’s expansion plans: “We are strengthening our position in the crucial two-wheeler segment and consolidating Brembo’s role as a solution provider for our customers in the country. With this investment, we are laying the foundation for further development of our business in the ASEAN region.”
This development follows Brembo’s acquisition of Spanish brake specialist J.Juan and the launch of the Bybre brand, underlining its intention to tap into broader market segments. In a region where motorcycles play a central role in daily mobility needs, Brembo is cleverly positioning itself to capitalize on the strong demand.
A look at the Asian motorcycle market
In countries such as Thailand, Indonesia and the Philippines, the number of motorcycles and scooters significantly exceeds that of cars. The decision to invest in Thailand is therefore a smart move, allowing Brembo to benefit from the local production infrastructure and access to a huge market. With motorcycle brands such as BMW, Ducati and Triumph already having manufacturing facilities in Thailand, Brembo joins a list of prominent manufacturers taking advantage of the location.
Outlook and expectations
It remains to be seen whether Brembo’s parts will become cheaper after 2025. However, the opening of the factory in Thailand could lead to a more efficient supply chain, reducing costs for end users worldwide. Brembo’s foray into the Southeast Asian market is a crucial step that establishes the company not only as a premium brand but also as a major player in the broader market segment.
Conclusion
Brembo’s expansion into Thailand is more than just an investment in a production facility; it is a strategic move to gain a foothold in the dynamic Asian market. By combining technological excellence with a smart market strategy, Brembo is strengthening its position as the world’s leading supplier of braking systems while focusing on growth in new market segments. The future looks bright for Brembo in Asia and the motorcycle industry can look forward to the innovations and benefits this expansion will bring.
