Bruno Sacco, known for his lasting contributions to the design language of Mercedes-Benz, passed away in Sindelfingen, Germany, on 19 September 2024 at the age of 90. Sacco’s career spanned over four decades, during which he left an indelible mark on the automotive world.
Born in Udine, Italy on 12 November 1933, Sacco’s passion for design was ignited at the Turin Motor Show, which led him to study at the Polytechnic University of Turin. In 1955 he joined Carrozzeria Ghia, where he gained experience in model production. His career took a decisive turn in 1958 when he joined Daimler-Benz AG, working in body design and later heading the design department. Sacco’s approach to automotive aesthetics was rooted in timeless elegance, functionality, and brand identity. He famously remarked, ‘A Mercedes-Benz must always look like a Mercedes-Benz.’
As Chief Designer of Mercedes-Benz from 1975 to 1999, Sacco was responsible for some of the brand’s most iconic models, including the W124 E-Class, W126 S-Class, R129 SL and perhaps most revolutionary of all was the W201 Mercedes-Benz 190E. His designs were known for their emphasis on proportion, clarity, and aerodynamic efficiency. One of his notable contributions was the introduction of side protective trims along the side of the S-Class, a feature that became a defining characteristic of Mercedes-Benz models in the years that followed.
Sacco’s work extended beyond passenger cars to include commercial vehicles, and he was instrumental in creating the design philosophy that shaped several generations of Mercedes-Benz vehicles. His vision was not only about style but also about ensuring that each model retained a distinct identity while remaining an unmistakable part of the Mercedes family.
Even after retiring in 1999, Sacco’s remained connected to the brand, often reflecting on his career and the vehicles he helped create. His design legacy was recognised globally, earning him honours such as an honorary doctorate from the University of Udine and inductions into both the Automotive Hall of Fame in Michigan and the European Automotive Hall of Fame.
Bruno Sacco said after two decades of retirement: ‘Mercedes has been my life, and I stand for that time one hundred percent.’
