Following the current need of the automotive sector on reducing secondary emissions coming from non-exhaust sources, this paper presents an innovative zero-emissions magneto-rheological braking system, specifically designed to reach future brake emission targets while maintaining safety brake performance. In particular, the article focusses on the experimental setup design to evaluate a full-sized brake prototype under real load conditions and it presents the first experimental results. The zero-emission braking prototype has been developed for reaching performance compatible with the automotive application, specifically a segment-A vehicle, being able to generate enough braking torque as to perform an emergency brake maneuver without any other traditional braking system. A central aspect to confirm the system’s performance is the development of a test bench engineered for assessing the magneto-rheological braking technology. Detailed insights into the comprehensive strategy underpinning the design of the test bench are provided, emphasizing its ability to faithfully replicate diverse driving scenarios and evaluate multiple braking performances. After an initial virtual validation, the first brake prototype, featuring an electric in-wheel motor with an integrated innovative braking system, was experimentally tested on a dedicated bench to verify peak torque performance and system reliability. The paper thus presents the results obtained by the first experimental tests, considering the maximum braking capability of the system, its behavior under multiple rolling conditions and under different braking commands applied, to develop a braking solution able to maintain similar braking performance as traditional disk-brakes, but, at the same time, respecting the stringent environmental braking regulations, and promoting sustainable and efficient solutions aligned with environmental goals.