In this research article, a hybrid multiple‐criteria decision‐making approach was implemented to select the optimal brake friction formulation according to several conflicting performance‐defining criteria. Friction material formulations based on different abrasives (magnesium oxide, iron oxide, zinc oxide, aluminum oxide, titanium dioxide, zirconium dioxide, and silicon dioxide) were designed, fabricated, and tested for various tribological properties. The inclusions of aluminum oxide proved best from performance and fade coefficient of friction, friction stability, friction fluctuations, and friction variability point of view but confirmed worst in terms of wear and disc temperature rise. The lowest wear and lowest rise in disc temperature were exhibited by zinc oxide added composite. The highest recovery coefficient of friction was displayed by silicon dioxide added composite. Since no single composite alternative could merely satisfy all the desired attributes. To find the optimum composite option for automotive braking application, hybrid analytic hierarchy process (AHP)–criteria importance through intercriteria correlation (CRITIC)–technique for order of preference by similarity to ideal solution (TOPSIS) was used to make the final decision. The results show that the formulation with titanium dioxide as abrasive exhibits the optimal properties.