an history of
PASSION and INNOVAtion
When our company was founded in Bologna in 1962, Italian roads were still full of the old Fiat 626s, OM Taurus trucks, Fiat 682s, 690s. Remember, back then truck driving was a raw, physical and decidedly masculine profession.
Truckers and mechanics would meet in messy workshops with worn floors and doors made from sheet metal retrieved from the ammunition crates left behind by the Allies twenty-seven years earlier. There was no time for pleasantries between truck drivers and mechanics. There were no forms to sign: they simply agreed on what needed doing, established a price and sealed the deal with a handshake.
Year 1970
Year 1975
Year 1971
Year 1971
Year 1979
In that turbulent world, spare parts were valuable items, but you wouldn’t have thought so to look at them: parts designed to breathe new life into these battered trucks were blithely thrown onto the market in unmarked boxes. They were as invisible as the hard work and commitment of those who made them.
In the early 1970s our founder, Roberto Nuti, decided that the results being achieved by those who produced and distributed SABO shock absorbers deserved a little more dignity. So he began informing customers about the meticulous design and manufacturing work that goes into a long-lasting spare part, about its value for money, its perfect interchangeability with the original part: a shock absorber designed to make journeys safe and comfortable for the husbands and fathers who were, back then, driving old trucks on potholed roads.
However, Roberto Nuti didn’t turn to some marketing guru. He did it all by himself, driven by his flair and passion for a job well done… and ‘well told’.
Hence his attentiveness to branding and packaging, making him a pioneer in the spare parts business.
Thanks to an intuitive understanding of the importance of boosting the SABO brand, the small Ditta Nuti was very soon ahead of its time… and all its competitors!
Looking at the advertisements from those years, the hand-made catalogues, the slogans in fine Italian, written in that gentle style of yesteryear, one is immediately struck by the flair and dignity of that hard working, future-focused Italy.
Our founder’s urge to innovate and invest boldly, to provide painstaking service and ensure customers can always count on the best, was handed down to subsequent generations. That distinctive business philosophy now enjoys daily success in over 80 countries; innumerable customers appreciate the quality of our products and honour us with their trust.
Roberto Nuti recently passed away but his principles live on and continue to play a pivotal role in our decidedly Italian – yet very global – company.
Our first catalogs
an history of
PASSION and INNOVAtion
When our company was founded in Bologna in 1962, Italian roads were still full of the old Fiat 626s, OM Taurus trucks, Fiat 682s, 690s. Remember, back then truck driving was a raw, physical and decidedly masculine profession. Truckers and mechanics would meet in messy workshops with worn floors and doors made from sheet metal retrieved from the ammunition crates left behind by the Allies twenty-seven years earlier.
There was no time for pleasantries between truck drivers and mechanics. There were no forms to sign: they simply agreed on what needed doing, established a price and sealed the deal with a handshake.
Year 1970
In that turbulent world, spare parts were valuable items, but you wouldn’t have thought so to look at them: parts designed to breathe new life into these battered trucks were blithely thrown onto the market in unmarked boxes. They were as invisible as the hard work and commitment of those who made them.
In the early 1970s our founder, Roberto Nuti, decided that the results being achieved by those who produced and distributed SABO shock absorbers deserved a little more dignity. So he began informing customers about the meticulous design and manufacturing work that goes into a long-lasting spare part, about its value for money, its perfect interchangeability with the original part: a shock absorber designed to make journeys safe and comfortable for the husbands and fathers who were, back then, driving old trucks on potholed roads.
However, Roberto Nuti didn’t turn to some marketing guru. He did it all by himself, driven by his flair and passion for a job well done… and ‘well told’.
Hence his attentiveness to branding and packaging, making him a pioneer in the spare parts business.
Year 1975
Thanks to an intuitive understanding of the importance of boosting the SABO brand, the small Ditta Nuti was very soon ahead of its time… and all its competitors!
Looking at the advertisements from those years, the hand-made catalogues, the slogans in fine Italian, written in that gentle style of yesteryear, one is immediately struck by the flair and dignity of that hard working, future-focused Italy.
Our founder’s urge to innovate and invest boldly, to provide painstaking service and ensure customers can always count on the best, was handed down to subsequent generations. That distinctive business philosophy now enjoys daily success in over 80 countries; innumerable customers appreciate the quality of our products and honour us with their trust.
Roberto Nuti recently passed away but his principles live on and continue to play a pivotal role in our decidedly Italian – yet very global – company.
Year 1970
Year 1979
Year 1971
Year 1971
Year 1975
Year 1975
Year 1979
Year 1979