The story of an automotive impresario.
Mercedes 300SL, BMW 507, Porsche 356 Speedster: if someone were instrumental in the creation of just one of these cars, their legacy would be assured in the annals of automotive history. Max Hoffman was an essential driving force behind all three, and more besides.
Maximilien Edwin Hoffmann (his actual name — the second ‘n’ in his surname would be dropped later) was born in Vienna in 1904. His father owned a bicycle factory, lighting the fuse of his son’s love to go fast with anything on wheels, and young Max became an enthusiastic amateur bicycle racer. Soon, however, he craved more speed and switched to motorcycles, then to what would become his greatest love, motor cars.
While still enjoying the occasional outing as an amateur competitor in motor racing, Max Hoffmann established a car import company in the 1930s, Hoffmann & Huppert. The company represented revered marques such as Rolls-Royce, Bentley, Alfa Romeo, Talbot, Delahaye and Volvo. It was there and then that Max Hoffmann discovered his true calling: he proved to be an excellent salesman, as well as persuasive influence on the car manufacturers his company represented. Continue reading “Maximum Impact”