Max Hoffman

Who was Max Hoffman?

Max Hoffman, was an Austrian-born importer of automobiles into the United States during the 1950s. Doing business among gentlemen who knew one another well, he was known for his handshake deals that always were upheld without a written contract. Often he became the sole importer for manufacturers of what became known as "foreign cars", and orders for these automobiles were placed through direct contact with him. Max Hoffman was inducted into the Automotive Hall of Fame in 2003.

Dealers made requests through him, not only for existing models, but for new types of automobiles that they thought their customers would purchase. Knowing the U.S. market very well, Hoffman made suggestions to European automakers about models they should build for the booming post-war American market, and for modifications of existing models. The special models that were built to his specifications often became successful and famous. One of his recommendations included the Mercedes-Benz 300SL, the "Gull Wing" model.

Some of the dealers, such as Lake Underwood and his team's machine engineer, Dick DeBiasse, became instrumental in development, testing, and racing automobiles that would appeal to the American market or influence their choices of brands for purchase.