Max Hoffman

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The German World War One officer and strategist may be found at, Max Hoffmann

Max Hoffman, (Maximilian E. Hoffman), (1904 - 1981) was an Austrian-born importer of automobiles into the United States during the 1950s. Doing business among gentlemen who knew one another well, he was renowned 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". Orders for these automobiles were placed through direct contact with this one man.

Mercedes-Benz 300SL Transaxle, the 1953 prototype a model suggested by Max Hoffman

Max Hoffman was inducted into the Automotive Hall of Fame in 2003. Knowing the U.S. market very well, Hoffman thus made suggestions to European automakers about models they should build for the booming post-war American market and for modifications of existing models. Many special automobiles were then built. Those models often became successful and famous, such as the Mercedes-Benz 300SL, the "Gull Wing" model, the most famous of his suggestions.

Dealers made requests through him, not only for existing models, but for new types of automobiles that they thought their customers would purchase. Close relationships with the manufacturers developed through Hoffman.

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.

Porsche 356 Speedster

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 on Fifth Avenue. He and his wife left a legacy of several charitable organizations, including the M. O. & M. E. Hoffman Foundation.

An article about Max was published in The New York Times on March 18, 2007 that gives a good review of his life and includes a photograph of Max released by the foundation mentioned above and a photograph of him racing a Porsche in the 1950s. [1]