Brabus Company was founded in 1977 by an engineer and enthusiast, Bodo Buschmann, in Bottrop, Germany. The 22-year-old Bodo wanted to make fast and luxurious cars even faster and more luxurious. This German tuning company that tunes and enhances Mercedes, Smart and Maybach today, four decades later, is a reigning authority in the world of car tuning. Excellence, distinction and elegance are three words that describe Brabus.
Exclusively for our magazine, Mr Constantin Buschmann, the son of the founder of the renowned German tuning company talked to us.
N: Your father was well known for his passion for cars and his job. He was a great visionary and left a significant mark on the automobile industry. We are truly sorry for your loss.
Constantin Buschmann: “Thank you very much for your sincere sympathy. We received countless responses to this tragic blow of fate from all corners of the world. They all showed what preeminent role my father played in the automotive world and how loved he was as a human being. He did indeed put his stamp on the auto industry with his creative ideas and his great entrepreneurial spirit. It is now our job to continue his life’s work successfully as he would have wanted.”
N: Previously, you were in charge of marketing and sales. After your father’s death, you succeeded him as Executive Director CEO. Your father’s business activities were so successful, how do you plan to continue what he started?
Constantin Buschmann: “Luckily, I already had the privilege to work alongside my father for more than a decade and consequently was able to grow into this demanding task gradually. I am also fortunate to be part of a well-functioning and experienced management team. We are thus in an excellent position to carry on with the company. We will continue to follow our established philosophy of developing fascinating products of the highest quality and by doing so make our customers’ personal wishes come true in every detail. At the same time, you can rest assured that my father and I shared one thing: the drive and the energy always to discover new ideas and business fields. This of course also includes the expansion of the BRABUS Marine business division, which is developing magnificently.”
N: What are your plans for the future?
Constantin Buschmann: “We come up with many new ideas every day, which we very thoroughly review for their feasibility and their potential success. However, it has always been our philosophy to let our actions do the talking rather than to announce big plans for the future. We prefer to compel with the finished product! One thing I can definitely assure you: We will continue to put the pedal to the floor with BRABUS and BRABUS Marine in future as well, and with great energy and passion will develop thrilling innovations for our discrimination clientele from all over the world. Be ready to be surprised!”
N:BRABUS has been in business for more than 40 years. How much has the business model changed? What are you focusing on most?
Constantin Buschmann: “Overall, the BRABUS brand today is synonymous with the interface between high-end luxury and hi-tech. And this great positioning enables us to develop many more exciting business ideas. Nonetheless, we will not forget that we became the global brand that BRABUS is today with the refinement of Mercedes-Benz automobiles and our fast supercars. We have always expanded our range of products and business models consistently: Our subsidiary STARTECH is extremely successful in refining British and Italian luxury cars. Over the course of the last decade, BRABUS Classic has grown into one of the most popular addresses worldwide for the restoration of vintage Mercedes-Benz cars. In smart BRABUS, we have had a joint venture already since 2002, which develops the top-of-the-line models of the smart brand. Our BRABUS Automotive division manufactures special models and complete vehicles for various manufacturers in the auto industry.”
N: BRABUS is not a company catering to the masses. Owners of the cars that you modify are classified as elite since limited manufacture allows customers to feel special. Can you tell us in which countries you are most represented?
Constantin Buschmann:“At present, the global BRABUS network comprises authorized sales and service partners in over 100 countries around the world. In addition, we also operate our own branches and BRABUS Flagship Stores in many locations such as in the USA, in Dubai, in Beijing and of course in Germany as well. Besides Germany and the USA, the People’s Republic of China is now a strong market, where had great success in recent years. The European market continues to be of unchanged great significance for us, where we continue to grow in the countries of Eastern Europe especially.”
N: What is the most famous BRABUS model? And which one is the strongest that you have made?
Constantin Buschmann: “BRABUS supercars have earned countless awards and accolades around the globe in the last four decades. Our BRABUS E V12 based on the E-Class of the W 210 model series was certainly epochal. It made it into the Guinness Book of World Records in 1996 as the then fastest street-legal sedan with a top speed of 330 km/h. This car was equipped with a naturally aspirated 7.3-liter V12 engine rated at 428 kW / 582 hp. Today, our most powerful supercars so far, the BRABUS 900 twin-turbo models based on the current S-Class, produce 662 kW / 900 hp and a peak torque of 1,500 Nm. Due to the tires, we unfortunately have to limit the top speed electronically to 350 km/h …”
N: At the BOOT Show in Düsseldorf, our team was present at the premiere of a luxury “hyper” boat of exceptional design and performance. It is a known fact that Brabus Shadow 800 is a limited series and that only 20 vessels have been produced. She was created in cooperation with Axopar Boats Oy, the fastest growing manufacturer of boats. Will you expand the production of the Shadow 800?
Constantin Buschmann: “We are highly delighted by the immense success of the BRABUS SHADOW 800, which we developed in cooperation with Axopar. All boats of this limited “1 of 20” special edition have already been sold to private owners or boat dealers. We will of course keep the promise we made to our customers and business partners to build and sell only 20 of these boats.”
N: What are the plans for further production of boats?
Constantin Buschmann: “Our cooperation with Axopar was designed as a long-term partnership for the future from the start. The two companies work very well together and we take our partnership seriously. This is not about building design studies that never make it to market, but about developing exclusive, limited-edition products from the combination of unmistakable BRABUS style and the boat-building experience of Axopar, products that convince our customers on the water. We have been working together on other projects for quite some time already, some of which we will present shortly.”
N: Are the owners of the Brabus Shadow 800 also the owners of the Brabus cars?
Constantin Buschmann: “Of course, our supercar customers were the first people to whom we offered our boat. As a result, there are long-standing customers of our company today who also bought a BRABUS boat. On the other hand, this project was also an outstanding opportunity to familiarize discriminating boat owners with our brand and gain access to a new target group in this way. So far the plan has worked exceedingly well.”