Not a designer or an engineer of any car brand, but Max Hoffman has gradually become a great icon in auto industry.
Today, when passing Highway 430 Park Avenue, 56th Street, New York, USA, the glass skyscraper buildings or busy intersection must have is not enough to attract stares from you.
However, also in this place 63 years ago, surely you would have slowed down and peered through the door of a car showroom. Attraction from the early Porsche Speedster, or roadster BMW on the podium rotation, and both Jaguar or Mercedes-Benz beside it.
That time, it may be the first time you saw firsthand the cars come from this famous brand. We came to New York by the hand of Max Hoffman, founder of the Hoffman Motor, company official car imports in the US market first.
Start challenging
Max Hoffman's full name was Maximilian Edwin Hoffman, born in Vienna, Austria in 1904. He began his younger years on the racetrack adventure.
With a passion for speed early, he and his friends founded a trading company imported cars here at home in 1934. His company is quite favorable starting with the first Volvo entered from Scandinavia to the Central Europe.
1938, World War II broke out when Austria was occupied by Nazi Germany, Hoffman had to leave their homeland to come to Paris peace, before arriving in New York three years later.
During World War II, the US auto industry significantly affected. In this situation, Hoffman felt the need to have an access path other business. He decided to establish a company specializing in providing jewelry, with little initial capital.
Spectacular comeback
war ended, was when he was strong enough and the force to continue dream unfinished speed around. In 1947, Hoffman Motor reopened, located on Avenue Park Avenue, New York. There, the first car to be exhibited as Delahaye legendary coupe.
1948, Hoffman Motor vehicle distribution contract with Jaguar. The company is rapidly expanding its network and established a second branch in Chicago.
On the verge of success, despite the risks Hoffman entering 20 Volkswagen Beetle in New York in 1949. However, only two of which were sold in the first year. Finally, this project failed after four years of efforts.
Also in 1949, Hoffman overheard information from friends in Austria about a famous sports car manufacturer in Germany. That was when he decided to visit Ferdinand Porsche.
"Pearl" German cars
Over the past six decades, Porsche has always regarded the United States as the most potential market for its sports cars. In 2017, Porsche sales record set here to reach 55,420 vehicles sold volume units, up 2.1% compared to the same period in 2016.
Incredible success that originated at the Paris auto show in 1950, where Hoffman first met Ferdinand Porsche and his son Ferry's to discuss the import of Porsche 356 sports car.
Witnessed in the US auto market, Ferry expected sales would be 5 units in the first year. In contrast, Hoffman had greater ambition when confident that the number of cars that can be sold after a week. The two sides reached agreement with each other, and 15 Porsche 356 first appeared on Avenue Park Avenue end of 1950.
The project success with 32 Porsche 356 to US consumers in 1951. But with Hoffman that was not enough, the brand needs a better business strategy, and he has new ideas.
Successful
During a lunch in New York in 1952, Hoffman mentioned with Ferry on his cars should have a symbol elegant and memorable. On his napkin, Ferry sketch shield and says it will become the flagship of Porsche. This immediately drawings first appeared on their cars in the same year.
Besides the new logo, Hoffman said that "Americans will not buy cars that do not have a real name." Therefore, the Porsche 356 Roadster America officially born shortly afterwards.
Sales in second collaboration of up to 141 units, but a big ambition as Hoffman need further strong growth.
Porsche Cabriolet with the extra padding and radio, with 4500 USD price in Germany, more than a Cadillac convertible. This model was officially brought to the US in February Hoffman 9/1954 with more reasonable prices. In that year, sales of Porsche Cabriolet achieved impressive 4854 units.
Europe Avenue Park Avenue
in 1953, Hoffman was with the help of Frank Lloyd Wright, an American architect famous for designing a new agent, with remuneration equivalent to a pair of Mercedes-Benz.
In 1955, this showroom was officially opened, shortly before the group Porsche of America was founded and has branches in New York in October.
After the incident allegedly tested vehicle on the Boulevard Park Avenue, Hoffman outlets are sold to Mercedes-Benz in 1958.
It underwent rehabilitation twice, before being sold again in 2008. By 2013, the showroom was recognized heritage, it also formally dismantled to make way for a bank headquarters.
In 1960, Hoffman's revenue growth remains steady, he established many foreign car brand in the US, including Alfa Romeo. As of 1963, Porsche has sold 6,000 cars in the US each year and formally independent distributor, separated from Hoffman after years of cooperation.
Since then, Hoffman directs his attention to the two official BMW and "shake hands" together in 1965, before being acquired by Hoffman Motor Car genuine Germany.
Max Hoffman retired in 1975 and died six years later. The entire back of his property to be sent to a number of charities.
Business illustrious career of Max Hoffman brought the United States into the most important market of the Porsche brand as well as many other well-known car. All the great value that comes from the tiny plots of Europe, located on Avenue Park Avenue.