Bruno Sacco, one of the most famous designers in automotive history, died on September 19, 2024 at the age of 90 in Sindelfingen. Born in Italy, with German nationality, he was chief designer of Mercedes-Benz from 1975 until his retirement in 1999.
The E-Class of the 124 model series with all four body variants, the S-Class of the 126 model series with the Coupé, the Mercedes-Benz 190 (W 201) and the SL of the R 129 model series: these are some of the vehicles that were created under Bruno Sacco as head of the design department. He adhered to a fixed adage. His motto “A Mercedes-Benz must always look like a Mercedes-Benz” was more than true to him. The Italian-born man left his visible mark on the design of several model generations. In 1958, Sacco joined Daimler-Benz AG and worked for the company for his entire working life.
Started at Ghia SpA
Bruno Sacco was born on 12 November 1933 in Udine, the son of the commander of a mountain infantry battalion. In 1951, at the age of 17, he graduated in his hometown as the youngest geometrician in Italy. In the same year, he visited the Turin Motor Show. He became fascinated by the world of car shapes, and from 1952 he studied at the Polytechnic University of Turin. In 1955 he joined Carrozzeria Ghia SpA in Turin and gained experience in model production. Ghia offered exciting studies that resembled futuristic aircraft, but also elegant everyday cars.
The beginning at Mercedes-Benz
At the end of 1957, Sacco met Karl Wilfert in Turin, who had been head of the Mercedes-Benz body inspection department at the Sindelfingen plant since the mid-1950s. Wilfert was building up the new Stylistics department, headed by Friedrich Geiger. Paul Bracq was appointed by Wilfert as the first pure car designer. After an invitation to Bruno Sacco at the Sindelfingen plant, he was hired as second designer in 1958. Sacco worked in the field of pre-body development and later as head of the Body Design and Dimensional Concept departments. During this time, outstanding models such as the Mercedes-Benz 600 (W 100, 1963 to 1981) and the Pagoda SL. He also shaped safety ideals, and was at the origin of experimental vehicles with Wankel engines: C 111 (1969) and C 111-II (1970). His involvement created widely used vehicles such as the Baureihe 123 (1976 to 1986).
1975: Senior Engineer
With his appointment as Oberingenieur in 1975, Sacco became head of the Styling department as Friedrich Geiger's successor. The first vehicle for which he was ultimately responsible was the station wagon of the model series 123. This was presented in 1977 as the brand's first official station wagon. At this time, it characterised the shape of the elegant S-Class of the model series 126 (1979 to 1992) and the associated Coupé (1981 to 1991). He was particularly proud of these cars, and the 126 was an absolute favourite. It was no coincidence that Sacco travelled around for a long time in his Mercedes-Benz 560 SEC.
“Identity preservation”
As an advocate of his work, he understood how to give design its proper meaning within the hierarchical structure of Mercedes-Benz. In 1978, for example, the main department was upgraded to a specialist department, with Bruno Sacco at the top. Sacco described himself as an aesthete, and he said he valued expression and symbolic power. He also considered it very important that the identity of a new model series was in line with its predecessors, even if there were significant differences between these series. In addition, every Mercedes-Benz must be recognisable all over the world as a representative of this brand. A striking detail that Sacco introduced in 1979 were the side protection strips in the design of the front bumper of the 126 series S-Class: The Sacco Bretter. This design element would be found in the following years in the innovative compact class (W 201, used from 1988 until production ended in 1993), the model series 124 (initially coupé, from September 1989 also other body variants), the model series 140 S-Class (1991 to 1998) and the model series R 129 SL (1989 to 2001).
1993: management group
Distinctive features of individual models also came on the Benz agenda. Without the intention of losing sight of those specific Mercedes-Benz family characteristics. Sacco knew what to do with that, and became responsible for an individualistic success model: the SLK (R 170, 1996-2004). This was significantly different from the larger SL (R 129), of course also to prevent internal competition. In 1993, Sacco became a member of the group of directors of the company. In that capacity, the design of Mercedes-Benz commercial vehicles fell under his responsibility.
Aesthetics and functionality, new target group
With Sacco as head of design, Mercedes-Benz increasingly placed emphasis on aesthetics and aerodynamic efficiency. Proportions and lines were clear, functionality was emphasized. Sacco's philosophy of timeless elegance also appealed to a younger audience. This was certainly true of the model 190 (W 201), which attracted new buyers to the brand. Sacco's characteristic style became particularly evident during the product offensive in the mid-1990s. The A-Class (model series 168, 1997 to 2005), M-Class (model series 163, 1997 to 2004), SLK (R 170), CLK (model series 208, 1997 to 2003) and V-Class (W 638, 1996 to 2005) significantly expanded the car manufacturer's model range. The last models Bruno Sacco was responsible for before his retirement were the 220 series S-Class (1998 to 2005) and the CL-Class, which was known as the C1999 series from 2006 to 215.
Much recognition even after retirement
Sacco not only designed successful Mercedes-Benz models. He also initiated the new Design Center in Sindelfingen, which was designed by the Italian architect and industrial designer Renzo Piano. This was done in collaboration with the architectural firm C. Kohlbecker from Gaggenau. When Bruno Sacco retired on 31 March 1999, he could look back on a wonderful career. He was also later decorated with numerous awards. For example, in 2002 he received an honorary doctorate from the University of Udine. And in 2006 he was admitted to the Automotive Hall of Fame in Dearborn, Michigan, and in 2007 to the “European Automotive Hall of Fame” in Geneva. It says a lot about the design skills and sense of responsibility of the Italian, who with his design philosophy left an impressive legacy at Mercedes-Benz. And that is nothing more and nothing less than a magnificent legacy.
great designer, too bad his name stuck to that ugly plastic junk.