An opportunity to learn, network and push innovation forward

The Colloquium was held September 20 – 26, 2026, at the JW Marriott Desert Springs Resort and Spa in Palm Desert, California. It featured an educational program led by technical experts and an exhibition where suppliers could showcase their latest solutions and technologies.

According to the event website, attendees could “explore new technologies, share technical expertise, and move innovation forward.” Those attendees included representatives from brake industry OEMs and tier suppliers, service providers, standards developers, academics and others with an interest in the continued development of braking systems for automobiles, trucks and commercial vehicles, powersports vehicles and more. 

Steve’s key takeaways

Steve shared a few key takeaways from the event.

Brake engineers are turning to AI, machine learning and computer-aided engineering

OEM specs are pushing brake engineers to increase stopping power, improve reliability and durability and reduce NVH. So those engineers are turning to new tech tools that can analyze large amounts of test and simulation data, easily identify patterns and relationships, and evaluate more design options earlier in the development process. 

This more data-driven approach can reduce development time while helping engineers balance performance, durability, noise and other design requirements. Versatile, reliable and highly customizable PSAs offer these engineers a material solution that can help them quickly create brake shim prototypes and get new brake designs to the marketplace faster.

Automotive OEMs are getting even stricter when it comes to NVH

Modern automotive consumers are demanding ever more comfort and luxury, even in less-expensive new cars. OEMs are responding with higher requirements for mitigation of noise, vibration and harshness (NVH) — including brake squeal. 

Electric vehicles present a unique challenge. Yes, they exchange a rumbling internal combustion engine for a smooth and almost-silent electric motor. But that trade-off eliminates a source of background noise that can mask a lot of the little squeaks and rattles common in any car. 

Besides their role in brake shims, PSA tapes have a wide span of potential uses for broader NVH mitigation strategies. These lightweight materials are effective for a wide range of conditions, including low surface energy (LSE) substrates such as open cell foams and felts; high and low temperature environments; and exposure to chemicals, UV and weather.

New regulations may affect the industry

There was some discussion of new regulations, particularly in California and the EU, that may affect the materials the brake industry uses in the future. As always, Avery Dennison will monitor those regulatory activities and respond as needed. 

Global networking opportunities 

Steve noted that the event offered a chance to network with representatives of companies in the global brake industry. “It was a great opportunity to spend some time with our current customers and also connect with some of the brake pad and brake caliper companies,” says Steve. 

You can rely on the Avery Dennison portfolio for brake shim adhesives that accommodate a variety of temperature and frequency ranges and meet many OEM specifications. In the meantime, we’ll continue to stay ahead of trends in the industry to help our customers respond to changing OEM, consumer and regulatory requirements.

We welcome the opportunity to discuss your brake shim designs and ways you can apply PSA technology to make those designs even better. To schedule a call, please connect with Steve through LinkedIn.

Connect with Steve DeMaagd on LinkedIn.