Following the success of the 2025 edition, Brembo’s Xtraordinary Tour returns in 2026 with an even broader and more international format, further strengthening its role as a platform for engagement and connection at a local level. The initiative is designed to bring Brembo closer to its customers through a direct and tangible experience, while creating new opportunities for dialogue and value creation.
This year, the Xtraordinary Tour evolves further by expanding its geographical footprint and introducing new interaction formats, with the aim of delivering an even more immersive and distinctive brand experience at every stop. The third edition dedicated to the four-wheel segment will feature 40 stops across Europe, covering Italy, the United Kingdom, the Czech Republic, Poland, Hungary, Germany, Switzerland and Austria. The tour calendar is even more structured and extensive, ensuring a consistent presence across key European markets and enabling continuous, direct engagement with local customers and partners.
A key new element for 2026 is the debut of the Xtraordinary Tour Moto, extending the concept to the two-wheel segment and marking a further step in the evolution of the project. This new format will include 12 stops across Spain, Italy, France, Switzerland, Germany and the Czech Republic, and will feature a dedicated new set-up, the Cube Box. Designed to deliver a fully immersive and modular experience, the Cube Box can be easily adapted to different environments, ensuring maximum flexibility and strong visual impact, in line with Brembo’s focus on innovation and performance.
At each stop, both tour formats offer a comprehensive and engaging experience, combining product discovery with entertainment and networking opportunities. Participants can take part in interactive activities, including photobooths, table football and reflex games; while enjoying dedicated hospitality moments. Exclusive branded gadgets further enhance the experience, contributing to create memorable touchpoints and strengthen the connection with the Brembo brand.
In 2025, the tour reached 12 countries over 7 months, engaging more than 3,000 participants, covering nearly 50,000 kilometres and partnering with 50 local stakeholders. The journey spanned Spain, Italy, Germany, Switzerland, Poland, the Netherlands, Sweden, Finland, France, Slovenia, Croatia and the United Kingdom, confirming the value of the format not only as an effective tool for direct engagement with customers and stakeholders, but also as a strategic lever to reinforce brand presence and enhance the visibility of the Brembo ecosystem across different markets.
Through the Xtraordinary Tour, Brembo continues to bring its expertise closer to the market, fostering direct interactions and building authentic, long-term relationships with customers and partners. A dynamic, accessible and engaging format that reflects the Group’s innovative approach and its ability to evolve together with its stakeholders, while strengthening its presence in key markets and reinforcing its position as a trusted global solution provider in the mobility sector.
