The BRABUS ‘1-Second-Wow’ design philosophy is redefining luxury day-boating through building and developing an ultra-exclusive, supremely exciting new breed of luxury tenders
For devoted petrolheads, the name BRABUS will resonate with quite a few people, but it’s not just cars that BRABUS is now involved with.
In January 2018 the first BRABUS superboat, the BRABUS Shadow 800 was launched, and the concept became successful from day one.
The concept began life as a collaboration between BRABUS and Axopar Boats, who themselves had broken onto the marine scene in a big way in 2014, creating an entirely new genre of sports-weekenders, now widely referred to as adventure boats.
Axopar recognised the huge ‘win-win’ potential of joining forces with an already established leader in an unrelated, but equally dynamic market, who could introduce new customers and open new doors in markets and regions that neither Axopar or BRABUS would have had access to without the other and it was cross-marketing in its finest form.
Let’s take a brief look, therefore, at the history and explore the background that led to the creation of BRABUS Marine. The brand itself was first conceived in 1977 when the Buschmann family were exploring the idea of expanding the existing family business with a performance-orientated, aftermarket ‘sideline’ that eventually, and rather quickly, outgrew the family’s main concern of selling new and used Mercedes Benz passenger cars.
BRABUS, the name, is made up of the first three letters of the original founders, Klaus Brackmann and Bodo Buschmann, who, between them, recognised a growing trend in the late 1970s and early 1980s from wealthy customers looking for options to personalise and modify their already prestigious cars with interior/ exterior visual and performance-enhancing upgrades, that would link the car more closely to each owner’s unique tastes and individual personality.
The concept of offering bespoke upholstery and coachwork, with individually styled sets of wheels, and paintwork and trim options of the highest calibre, combined with staggering performance and road-holding technical upgrades took off, and by as soon as 1986, BRABUS had moved into its own, much larger premises in Bottrop, North Rhine-Westphalia, where the company could fully expand and develop new ideas and explore new growth markets.
Fast-forward to 2016/17 and having already owned a number of significant boats for his own personal and family use, Bodo Buschmann decided he wanted new projects, partly to commemorate and celebrate the company’s upcoming 40th anniversary year.
A sea-trial of an Axopar Boat captured his imagination completely and the experience left him with a lasting impression of an Axopar’s ground-breaking performance, its pin-sharp handling and versatile, modular design, that got Mr Buschmann thinking this new idea could possibly become a BRABUS branded superboat. Where Scandinavian design meets German engineering, the idea of choosing the correct partner from which to develop the initial idea, to share design and intellectual property and to define the overall project outcome was key.
Guided by a vision to merge the worlds of premium day boating from Axopar with the signature performance, luxury and individuality that defines BRABUS, the incredible BRABUS Shadow range of boats includes models based on 25ft, 37ft and 45ft hull platforms from Axopar, with the special Limited Numbers and Signature Edition versions representing the very epitome of the brand.
BRABUS ‘1-SECOND-WOW’ DESIGN PHILOSOPHY
Following the untimely death of Bodo Buschmann, his son, Constantin Buschmann, assumed the role of CEO in 2019, and under Constantin’s leadership, BRABUS has become a fully digitised, luxury mobility brand active in numerous markets, with dynamic products developed alongside carefully chosen collaborative partners who share the same values of superb quality and awe-inspiring technology.
Underpinning the design philosophy for all products is the BRABUS ‘1-Second-Wow’ factor, but what does this actually mean?
It’s a way of describing the feeling and sense of emotion of seeing and beholding a BRABUS product for the very first time.
Another signature feature of many BRABUS products, including the BRABUS Shadow Black Ops signature editions of the boats is colour, and leading products such as this are often showcased in black.
Black is seen as the modern embodiment of timeless elegance. A connoisseur’s shade, exuding understated power and sophistication, black signifies a bold design philosophy that allows the product to stand up for itself and to command attention and create a lasting impression.
BRABUSIZED
Other key design attributes that define a BRABUS product are:
Superlatives
A singular focus on achieving top-class performance driven by a desire to transcend boundaries, redefine expectations and set new benchmarks in the pursuit of excellence.
Functionality
Unimpeachable functionality and precision are a core promise of reliability that is unequivocally reflected in every BRABUS product.
Individuality
To find expression through design and to make an entirely unique statement.
A love for details
Perfection is part of the BRABUS identity and we take pride in getting even the smallest detail just right. The closer you look, the more there is to discover.
Confident performance
Confident and reliable high-performance with unquestionable ease of use. The BRABUS Sign of Excellence is not just a promise, but a reflection of the meticulous craftsmanship and love for detail that guides everything we do.
Brabusize your adventure now…
For further details visit: www.brabus.com and www.axopar.com
