Max Hoffman
Encyclopedia
Max Hoffman, (1904 - 1981) was an Austria
n-born importer of automobile
s into the United States
during the 1950s. Doing business among gentlemen who knew one another well, he was known for his handshake deals that always were upheld without a written contract. Often he became the sole importer for manufacturers of what became known as "foreign cars", and orders for these automobiles were placed through direct contact with him. Max Hoffman was inducted into the Automotive Hall of Fame
in 2003.
Dealers made requests through him, not only for existing models, but for new types of automobiles that they thought their customers would purchase. Knowing the U.S. market very well, Hoffman made suggestions to European automakers about models they should build for the booming post-war American market, and for modifications of existing models. The special models that were built to his specifications often became successful and famous. One of his recommendations included the Mercedes-Benz 300SL
, the "Gull Wing" model.
Some of the dealers, such as Lake Underwood
and his team's machine engineer, Dick DeBiasse, became instrumental in development, testing, and racing automobiles that would appeal to the American market or influence their choices of brands for purchase.
From 1950 until 1953, Hoffmann was the importer and distributor for Volkswagen for the eastern United States. Hoffmann was also the importer and sole distributor for BMW from the mid-sixties until he sold his business to BMW of North America in 1975.
The Porsche 356
"Speedster" was introduced in late 1954 because Max Hoffman, as the sole importer of Porsches (as well as other European automobiles) into the United States, told Porsche management that they needed a less expensive, racier version than what they were offering for sale in the American market. With its low, raked windshield—which easily could be removed for weekend racing, bucket seats, and a minimal, folding top, it was an instant hit. The Speedster now is much coveted and sells for over $100,000—when collectors can find one.
As if introducing some of the most famous brands of foreign cars to the U.S. market is not enough, Max Hoffman also resided in a house designed and outfitted totally for his wife and him
by Frank Lloyd Wright
. The house was built a few years after he had Wright design and build his Jaguar showroom
at 430 Park Avenue
in Manhattan
. He and his wife left a legacy of several charitable organizations, including the M. O. & M. E. Hoffman Foundation.
An article about Hoffman in 2007 by The New York Times reviews his life, and includes his photograph provided by the Hoffman Foundation. Another photograph shows him racing a Porsche in the 1950s.
Austria
Austria , officially the Republic of Austria , is a landlocked country of roughly 8.4 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Slovakia and Hungary to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the...
n-born importer of automobile
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
s into the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
during the 1950s. Doing business among gentlemen who knew one another well, he was known for his handshake deals that always were upheld without a written contract. Often he became the sole importer for manufacturers of what became known as "foreign cars", and orders for these automobiles were placed through direct contact with him. Max Hoffman was inducted into the Automotive Hall of Fame
Automotive Hall of Fame
The Automotive Hall of Fame is an American museum and hall of fame covering automotive innovations.-Location:Located in the metro Detroit suburb of Dearborn, Michigan, the museum shares a parking lot with The Henry Ford.-External links:*...
in 2003.
Mercedes-Benz 300SL
The Mercedes-Benz 300SL was introduced in 1954 as a two-seat, closed sports car with distinctive gull-wing doors. Later it was offered as an open roadster...
, the "Gull Wing" model.
Some of the dealers, such as Lake Underwood
Lake Underwood
Lake Underwood was an American entrepreneur who competed as a champion in the racing of prototype automobiles and motorcycles...
and his team's machine engineer, Dick DeBiasse, became instrumental in development, testing, and racing automobiles that would appeal to the American market or influence their choices of brands for purchase.
From 1950 until 1953, Hoffmann was the importer and distributor for Volkswagen for the eastern United States. Hoffmann was also the importer and sole distributor for BMW from the mid-sixties until he sold his business to BMW of North America in 1975.
Porsche 356
The Porsche 356 was the company's first production automobile. It was a lightweight and nimble handling rear-engine rear-wheel-drive 2 door sports car available in hardtop coupe and open configurations. Design innovations continued during the years of manufacture, contributing to its motorsports...
"Speedster" was introduced in late 1954 because Max Hoffman, as the sole importer of Porsches (as well as other European automobiles) into the United States, told Porsche management that they needed a less expensive, racier version than what they were offering for sale in the American market. With its low, raked windshield—which easily could be removed for weekend racing, bucket seats, and a minimal, folding top, it was an instant hit. The Speedster now is much coveted and sells for over $100,000—when collectors can find one.
As if introducing some of the most famous brands of foreign cars to the U.S. market is not enough, Max Hoffman also resided in a house designed and outfitted totally for his wife and him
Max Hoffman House
Max Hoffman House is a Frank Lloyd Wright designed house in Rye, New York. In 1954, European automobile importer Max Hoffman commissioned Wright to design a showroom for his Jaguar dealership at 430 Park Avenue in New York City. The following year, Wright designed a single-story L-shaped home for...
by Frank Lloyd Wright
Frank Lloyd Wright
Frank Lloyd Wright was an American architect, interior designer, writer and educator, who designed more than 1,000 structures and completed 500 works. Wright believed in designing structures which were in harmony with humanity and its environment, a philosophy he called organic architecture...
. The house was built a few years after he had Wright design and build his Jaguar showroom
Hoffman Auto Showroom
The Hoffman Auto Showroom is a New York City automobile dealership office designed in 1954 by the celebrated U.S. architect Frank Lloyd Wright. The space, which is located on the ground floor of an office tower at Park Avenue and East 56th Street, was designed in glass and steel with a circular...
at 430 Park Avenue
Park Avenue (Manhattan)
Park Avenue is a wide boulevard that carries north and southbound traffic in New York City borough of Manhattan. Through most of its length, it runs parallel to Madison Avenue to the west and Lexington Avenue to the east....
in Manhattan
Manhattan
Manhattan is the oldest and the most densely populated of the five boroughs of New York City. Located primarily on the island of Manhattan at the mouth of the Hudson River, the boundaries of the borough are identical to those of New York County, an original county of the state of New York...
. He and his wife left a legacy of several charitable organizations, including the M. O. & M. E. Hoffman Foundation.
An article about Hoffman in 2007 by The New York Times reviews his life, and includes his photograph provided by the Hoffman Foundation. Another photograph shows him racing a Porsche in the 1950s.