Porsche’s from Ashes to Pop Culture - Part 2
By: Daniella Jenette Enriquez
Porsche Exhibit in Hoffman Showroom
Last time we discussed the history of Porsche and Ferdinand’s beginnings with the People’s Car. This week we will be diving into the introduction of Porsche into the United States; and the man behind the importation of the first Porsche, Mr. Max Hoffman. Maximilian Edwin Hoffman first met Professor Ferdinand Porsche in Vienna, Austria in the 1930s, while working as a lawyer. Years later Hoffman and Porsche would reconnect, forming a collaboration leading to U.S. importation of the first Porsche.
Ferry Porsche & Max Hoffman, Circa 1951
During the 1930s, Hoffman built meaningful connections with important contacts throughout Europe as a businessman and race car driver. Unfortunately during WWII, Hoffman fled Europe as a result of the developing Nazi regime. Hoffman emigrated into New York in the summer of 1941. Starting from zero, with no money in his pockets, Max built a successful costume jewelry business which became the stepstone for his next endeavor, an automobile business. By the early 1940s, Hoffman integrated himself into the car industry opening up his own showroom on Park Ave., importing Volkswagen and Jaguar automobiles in the beginning. However, Americans were indifferent about Volkswagen focusing more on purchasing big flashy luxurious American automobiles, leading to Hoffman focusing on selling Jaguars exclusively. Max commissioned Frank Lloyd Wright to redesign the showroom in New York changing the name to Hoffman Motor Car Company. The showrooms redesign attempted to intrigue and appeal to the east coast wealthy. Hoffman tended to focus on little known European brands, the showroom attracted affluent individuals interested in European automotive corporations like Mercedes Benz, Alfa Romeo, & Aston Martin.
Wright’s Park Ave Showroom Sketch
Journalist Max Troesch, a friend of Max, reintroduced Porsche to Hoffman as an automotive corporation upon returning from a trip exclaiming, “I am sure this car will make a name for itself.” Troesch drove a Porsche 356 and immediately fell in love with the car, Hoffman admired the 356 from the pictures taken by his friend. Hoffman’s journalist friend eagerly advocated and attempted to influence him to connect with Porsche and begin the immediate transportation of Porsche into the U.S. The interaction ultimately led to Max Hoffman and Ferry Porsche negotiating and meeting at the Paris Motor Show in 1950. Porsche requested for Hoffman to sell at least five models a year, Hoffman being much more ambitious saying, “If I can’t sell five a week, I’m not interested.” Eventually the two men negotiated and agreed on a contract in which Porsche would import 15 cars a year to the U.S.
Hoffman Park Ave. Showroom, Circa 1955
Being a small-time company attempting to make a name for themselves meant that most of the income received from sales was reinvested right back into the building of more automobiles. Upon the import of the first two Porche 356’s, the next lucrative project Max Hoffman undertook after securing the deal became advertising the automobiles. Hoffman needed to introduce Porsche into an American market strategically since the 356 included a small engine and higher price tag. Porsche popularized themselves as, “One of the World’s Most Exciting Cars” with “A new conception in handling, roadholding, suspension and safety never known before.” In 1952, inside a New York City restaurant during a dinner between Ferry Porsche and Max Hoffman, Ferry began drawing the emblem on a napkin. Stuttgart’s coat of arms with curved stag horns and black prancing horse, and the word Porsche across the top, the company we’ve come to love was born.
Porsche 356 in front of modern Porsche Factory
One more interesting fact worth mentioning about Max Hoffman, he is the reason Mercedes Benz designed a 300 SL Gullwing road car. Hoffman wanted a uniquely designed vehicle, a showstopper to grasp the public attention and bring more crowds into his showroom. He ordered 1000 of the Mercedes Benz W194 racecar which later with minor reconfigurations and altered name became known as the 300 SL “Gullwing”. The Mercedes Benz “Gullwing” went on to sell 80% of vehicles within the American market.
Stay tuned for next week’s installment of Porsche from Ashes to Pop Culture, where we will discuss the popularization of Porsche in the United States.
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