This is the single greatest honor in the motor vehicle industry, intended to honor a career and/or lifetime achievement. To become a "Hall of Famer" the nominee must be either retired or deceased. Recipients must have significantly impacted the development of the automobile or the motor vehicle industry. Typically, four to eight individuals are inducted each year.
Maximilian Edwin Hoffman, while not a publicly well-known figure in the American auto industry – by his own choice – is credited with almost single-handedly establishing the import vehicle business in the United States.
Born in Vienna, Austria in 1904, Max Hoffman developed a passion for automobiles at an early age, often participating in club races throughout Europe during the 1920s. After his racing days ended, Max Hoffman signed on as the middle European sales representative of Rolls-Royce, Bentley, Alfa Romeo, Delahaye, Talbot, Volvo and Hotchkiss.
In the late thirties, with the atmosphere in the German-controlled countries becoming uncomfortable, Hoffman moved to Paris for several years. During his time there, he had come up with a car design and approached Josef Ganz, a Hungarian–born engineer to develop a prototype called the Rosengart. But there was no thought of building Rosengarts, or any other cars, for France and Germany were now at war.
With limited opportunities, Hoffman decided to embark for America. He arrived in New York on June 21, 1941.
During the war years, with very little in money in his pocket, Hoffman decided to make jewelry out of plastic, and plate them in metal. Due to the shortage of metal during the war, sales were so profitable that by war’s end, Hoffman had accumulated enough capital to be able to return to his first love, automobiles.
Even though car-hungry Americans weren’t much interested in imported models following the war, he decided to open a showroom right on Park Avenue in New York City. The Hoffman Motor Company at Park Avenue and 59th Street opened for business in 1947 with a single car on the floor, a French Delahaye.
Max Hoffman was determined to build a reputation for European cars in America. And gradually, the interest in his cars increased. In 1949, Volkswagen was unsuccessful in its attempt to interest an American sales agent to sell its Beetle model in the United States. Max Hoffman took the risk and was granted the entire eastern half of the United States as his territory and arranged for the first public showing of the Volkswagen Beetle in the United States.
In 1950, Hoffman sold just 328 cars. By 1953, Hoffman sold 1,139 Beetles, at which point Volkwagen decided to distribute the cars on their own. Undeterred, Hoffman became a dealer-distributor for exotic foreign cars, such as Lagonda, Aston-Martin, Jaguar and Porsche.
Hoffman developed strong relationships with manufacturers and always worked closely with top engineers on engine and body designs. Hoffman is even credited with designing the famous Porsche crest logo.
In the early 1960’s, Hoffman broke ties with a few manufacturers to pursue his new love, BMW, and became their exclusive importer.
Hoffman’s status as exclusive importer of many European cars meant that many Americans entering the growing foreign-car field found themselves buying from Hoffman.
Max Hoffman died in 1981, but not before introducing American car buyers to Alfa Romeo, BMW, Delahaye, Fiat, Healey, Jaguar, Lagonda, Mercedes-Benz, Porsche, Volkswagen and more.
