SBS FRICTION BRINGS AN EVOLVED IDENTITY AT EICMA

    Press Release

    SVENDBORG, DENMARK, November 3rd, 2026 - SBS Friction, part of Brembo Group, brings an evolved brand identity to EICMA 2026 in Milan, the industry's premier motorcycle event of the year. At Hall 5, booth M68, the new identity stands next to the technology behind it.

    Every ride ends with a decision to slow down. The rider makes the choice at the lever. What happens after that is decided where the pad meets the disc, and SBS Friction has specialized in that one moment since 1964.

    That has not changed. The machines have. Motorcycles are heavier, drivetrains are new, and riders expect more from a brake than they used to.

    SBS Friction has embraced this change and has evolved its focus towards it:

    The SBS Momentum Grid is designed on a combination of legacy design and future scope.

    Image: the new SBS Main Visual consists of legacy design elements and the attention to what the purpose is - to keep people moving.

    The new vision statement is Safer rides. Greater passion. Better future. A rider who trusts the brake rides more, pushes further and gets more out of every ride. And every ride that ends the way it should is one accident that never happened. That trust is built into the friction material itself.

    The new mission statement is Decoding needs, mastering solutions beyond expectations. Needs are rarely handed over as facts; A dealer reports customer feedback. A rider describes a brake feeling. A distributor asks for a part number. The real work is reading what sits underneath - the real machine, the real conditions, the real demand on the brake - and manufacturing brakes for that.

    Together they connect SBS to Brembo Group's purpose of Shaping a Zero-Accident Future, in words that belong to SBS and to the expertise and people behind it.

    THE FIRST PLACE TO SEE IT

    The EICMA stand is the first full-scale expression of the evolved identity. Hall 5, booth M68, is built open: technical expertise, products, motorcycles and the people who care about them in one space, with nothing standing between a bike rider and the brake part.

    Products stay at the center of focus. What surrounds them is new - a visual language with momentum built into it, and Go Ahead carrying the attitude behind the brand: keep moving forward, with confidence.

    Christel Munk Pedersen, Sales Director at SBS Friction, leads the company's distributor and dealer network, and is welcoming the update on commercial grounds:

    We have made brake pads in Svendborg since 1964, and nothing about that has changed. What has changed is how clearly we can say “why”. Braking is not what ends the ride - it is what makes the next one possible. That is what our people have known for more than sixty years. With this brand update, we are bringing SBS into the modern era with a visually aligned look and a purpose aligned with our new reality. Motorcycle riders can still rely on the performance and quality they know from SBS. Go Ahead.

    Christel Munk Pedersen, CSO @ SBS
    The SBS Momentum Grid is designed on a combination of legacy design and future scope.

    THE TECHNOLOGY BEHIND THE PERFORMANCE

    SBS is bringing a large portfolio of performance technologies to EICMA 2026 that can be explored in the newly designed stand, including:

    NUCAP NRS mechanical bonding - The friction material is locked to the backing plate by a mechanical bond rather than glue. The brake pad delivers what it was built to deliver, every time, for as long as the material lasts. SBS was first in the motorcycle brake industry to bring NRS into full-scale production.

    SBS RST compound - now also the recommended choice for large-size touring motorcycles. The SBS RST compound is an ECE R90-approved sport compound that gives riders more brake power and a heat tolerance that heavier touring motorcycles are requesting.

    SBS 6xxx brake disc series - The SBS upgrade disc range that gives motorcycle riders the brake feel they expect and a more spectacular design.

    Alongside these, visitors can also experience the full SBS range: brake pads, discs, clutch kits for street, racing, off-road, scooter, American V-twin, and SxS vehicles.

    ​RIDERS AT THE STAND

    Two autograph sessions at Hall 5, booth M68. Both are open to visitors:

    Day

    Time

    Who

    Thursday 5/11

    15:00–15:30

    MTM Kawasaki - Xavi Artigas, 2026 WSPB Champion

    Friday 6/11

    14:25–14:45

    Barni Racing WSBK Team
    Alvaro Bautista and Yari Montella

     

    THE SAME BRAKE. A SHARPER BRAND.

    At the center of the new visual identity is the SBS Momentum Grid: the recognized logo shape of SBS, now carried by diagonal lines and the SBS heritage yellow. It is not a new brand. It is the same one, defined more clearly.

    The market values Passion, Performance and Persistence are unchanged. So is everything behind the label. Brake pads, discs, clutch kits, shoes and friction materials are the same products, with the same formulations, the same part numbers, the same specifications and the same homologations. SBS remains fully IATF certified for OE supply and the aftermarket, and production continues in Svendborg, Denmark.

    The new identity reaches the market in stages. Packaging transitions through 31 December 2026. An updated website and media library follows shortly after. Nothing in the box changes with the box.

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