If you are a BMW fan in the USA, you should know each other from Max Hoffman. In many ways, Hoffman was the most important figure in the early success of BMW in the United States alone and yet he was reversed by the same boldness that brought him such praise. This is his story.
As the sole sales dealer of the brand from 1962 to 1975, Hoffman was both a champion and warning history-a man, whose trust in BMW models such as the 2002 brought him to a committed audience, who often throws him as an independent antagonist in the history of the brand. His relationship with BMW, like many others he represented, was a confused mix of sight and volatility.
Hoffman’s history begins in Vienna, Austria, where he was born in a family with entrepreneurial roots in 1904. His father’s business developed from a general store to sewing machines and bicycles and promoted Hoffman’s early passion for races. At 30, Hoffman had left the race to import European cars to Austria and export them to the Middle East. But in 1938 Hoffman fled to Paris first, then two years later in New York to New York.
Hoffman landed in America and initially planned to export American trucks to Egypt. When this company failed, he turned to the production of metallized plastic jewelry that was carried out during the war. This unexpected success financed his re -entry into the car business. In 1947 he opened Hoffman Motors in Park Avenue with a single Delahaye. Hoffman Jaguar had secured his first large brand within one year, and over time he represented 21 brands, including Mercedes, Alfa Romeo and Porsche. Hoffman’s influence triggered iconic models such as the Mercedes 300SL and the Porsche Speedster, which is equipped for the American taste.
In 1954 Hoffman turned to BMW. The company had just resumed car production with its V8 sedans and plans for a roadster and GT coupé to the US market. Hoffman, who was unimpressed by the proposed 528 Roadster, recruited designer Albrecht von Goertz to send the now legendary BMW 507 and redesign the 503. While the 507 is celebrated as one of the most beautiful creations in BMW, the price of $ 10,000 has proven to be diseases. Hoffman’s promise to order 2,500 units per year to 300, and his failure to bring BMW on the financial border for the cars until 1959.
Until then, BMWS flirt was only averted by investing Herbert Quandts. Hoffman’s handling of the 507 and his decreasing brand portfolio – reduced from the early 1960s in Lancia and Porsche – made him a controversial figure. BMW, which was unable to finance his own US sales network, stopped it again in 1962. Hoffman’s return came together with the debut of the new class, a groundbreaking, medium -sized sedan. While the 1500 overwhelmed for the American taste, the 2000 and customers of customers found 1800 TI/SA Traction. The real breakthrough came with the 1600-2, which later developed into the legendary in 2002, which initially doubted after his success.
In the late 1960s, the BMW sale in the USA shot up, which was partly grateful thanks to sharp advertising and enthusiastic reviews. Hoffman also introduced Bayern, a slimmed -down, budget -conscious version of BMW’s large limousine. However, the model was unprofitable for BMW, which was soon set to offer large cars in the states.
Despite the growing turnover, Hoffman’s relationship with BMW is sour in the 1970s. His Lax dealers and its irregular order practices frustrated the leadership of Munich. Traders fought with support below average, while Hoffman benefited well. When new leadership at BMW examined his operations, it became clear that Hoffman’s priorities did not match the long -term vision of BMW. Until 1975, BMW from Hoffman’s lucrative contract was defeated and ended an era that was defined as strongly as his failure.
Max Hoffman’s legacy is complex. He was undeniable for European brands in America and formed the market for performance cars. But his selfish tactics and his controversial business have mixed the story of BMW-a story, which could have been completely different without him.
