Brabus has spent nearly five decades building some of the world’s most recognizable high-performance Mercedes-Benz models. Now, the famous German tuner says its future will be shaped by both electrification and classic car restoration.
Speaking with Road & Track, Brabus CEO Constantin Buschmann explained that the company is preparing for a future where electric vehicles become increasingly common while demand for heritage-inspired restomods continues to grow.
Rather than choosing one direction, Brabus intends to embrace both. Buschmann believes customers will continue buying emotional, high-end vehicles regardless of whether they are powered by gasoline or electricity.
The strategy reflects how the automotive industry is changing, with manufacturers investing heavily in EVs while enthusiasts continue to celebrate classic performance cars.
Looking Beyond Mercedes-Benz
Although Brabus built its reputation modifying Mercedes-Benz vehicles, the company has already begun expanding into new markets.
In recent years, it introduced its first Porsche-based model, developed motorcycles, created the Brabus Crawler off-road buggy, and even expanded into boats and motorhomes.
Buschmann said the goal is to make better use of the company’s design and engineering expertise instead of waiting for new Mercedes models to arrive.
He stressed that Brabus remains closely connected with Mercedes-Benz but believes the brand has opportunities to apply its signature style and performance philosophy to a much wider range of products.
Electric Vehicles Are Part Of The Plan
While Brabus has long been associated with powerful V8 and V12 engines, Buschmann says the company fully expects electric vehicles to become a major part of its business.
Brabus has already developed customized versions of electric Mercedes-Benz models and has also worked with Smart on EV projects.
According to Buschmann, many customers are likely to choose electric vehicles for everyday driving because they offer practicality and convenience. From his perspective, the type of powertrain is becoming less important than the overall ownership experience.
He argues that customers buying luxury vehicles are often motivated by emotion rather than specifications alone, meaning a Brabus EV can deliver the same appeal as one powered by a combustion engine.
Restomods Will Continue To Grow
At the same time, Brabus has no intention of abandoning its combustion-engine heritage. As the company’s earliest modified cars become classics, owners are increasingly returning them for complete restorations and modern upgrades. Buschmann expects that part of the business to continue expanding alongside its work on new vehicles.
The ongoing production of gasoline-powered performance cars also means Brabus will still have plenty of opportunities to create traditional high-performance builds for years to come.
Heritage Still Matters
Buschmann believes buyers are not simply purchasing horsepower or acceleration figures. Instead, they are buying a brand with history, craftsmanship, and a distinct identity.
He noted that many modern electric performance cars can outperform expensive supercars in a straight line. Even so, customers continue choosing brands like Brabus because of the heritage, exclusivity, and emotional connection they represent.
That philosophy has guided the company for decades and appears set to continue, even as the automotive industry undergoes one of its biggest transformations.
Rather than seeing electrification as a threat, Brabus views it as another opportunity to create distinctive vehicles. By combining new EV technology with a growing focus on restomods, the company is betting that the future of performance will include both cutting-edge innovation and a deep appreciation for automotive history.