Brabus goes beyond cars: Luxury, design, and haute couture

Brabus, the German brand renowned for transforming vehicles into works of automotive haute couture, is now taking its vision to the next level in the Middle East.

Founded nearly fifty years ago by Bodo Buschmann, Brabus today is entering a new era of agility and creativity, where limits are not barriers but enticing invitations. Unlike most automotive companies, this vision, speed, and flexibility come directly from the top — driven by the passion, creativity, and hands-on involvement of two partners who share both life and business.

To understand the world and future of Brabus, one must first understand CEO Constantin Buschmann and Director of VIP Relations Mili Umicevic, writes Bazaar Arabia. Constantin, son of Brabus’ founder, has been leading business growth since his father’s passing in 2018, navigating challenging times and shaping the legacy he inherited. Mili — arguably Constantin’s secret weapon — brings her fashion education, luxury real estate expertise, and strategic thinking to serve as the creative brain behind operations. Together, they form a charismatic duo, where it’s hard to tell where one person’s idea begins and the other’s ends.

So far, Brabus has crafted a range of bold, rare, unique, and incredibly beautiful machines — from cars to motorcycles, boats, and other projects. This year, the brand is making its first foray into real estate, a project heavily influenced by Mili, though she emphasizes it is a joint effort. Brabus Island is a 100,000-square-meter residential complex in Abu Dhabi’s Al Seef District, featuring four high-rise towers with 350 luxury apartments and 100 villas. Its architecture showcases Brabus’ signature contemporary minimalism, with each home personalized in the style of the brand’s supercars using a modular design approach.

“There’s a huge difference between designing a car or a boat and designing your future home,” says Mili. “A home is more intimate; it requires calm. You can’t just take the beautiful leather from a car and say, ‘Now it’s Brabus-ized.’ It’s about a different kind of emotion that we need to create.”

Brabus Island marks a major step for the brand in the region, one of its key markets. “The UAE is an important place for us, especially when it comes to women and bringing femininity into the brand,” Mili reflects. “The Middle East is where the finest haute couture is sent, and women here are confident, stylish, and discerning.”

Reaching female audiences has become part of Brabus’ strategy, as the brand has traditionally been seen as masculine. “The idea of a ‘woman’s car’ is a myth. A successful woman doesn’t want a small version of a ‘man’s car.’ Every successful woman wants a powerful car, just like men. The question is, how do we reach this audience?” says Constantin. Next year, the region will see several exciting projects, including a top-secret luxury design initiative exclusive to the Middle East.

Mili is also behind Brabus’ expansion into fashion, with new accessories and clothing lines, including a Peetch leather blazer.

All of this marks just the beginning of Brabus’ domination: over the next decade, the brand aims to become as globally recognized in lifestyle and luxury as it is for its vehicles.