1,000-HP 4-Doors, Modified EVs, a Fashion Label: Inside the World of Brabus

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1,000-HP 4-Doors, Modified EVs, a Fashion Label: Inside the World of Brabus
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The history, present, and future of the well-known automotive tuning house.

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By the turn of the century, Brabus was well established, with dealerships in nearly 100 countries. A lucrative deal with Mercedes-backed Smart to produce official Brabus editions of the pint-sized city cars brought a cash injection and allowed for other aspects of the business to flourish. Brabus branched out into non-Mercedes brands but always came back to the Stuttgart-based three-pointed north star.

As we sit in his office for a far-reaching discussion that includes all manner of subjects from future mobility to fashion, and everything in between, I'm struck by his holistic view of the company he runs. I came in ready to ask questions about the future of Brabus in a world of EVs and yet find myself talking about fashion boutiques and the metaverse. Of course, we did get around to talking about cars a lot, too.

And so any product touched by Brabus should be recognizable as such, whether that's a Masterpiece-edition XLP 900 6x6 Adventure or one of the fashion pieces from its recent in-house-designed apparel collection.

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