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Max Hoffman: Million Dollar Middleman
This fascinating story charts the career of Max Hoffman, the US car dealer who represented Jaguar, Porsche, Mercedes, Volkswagen, Fiat, Lancia, BMW, and many other European car brands during the decades following WWII. He pushed for distinguished now-classics like the Mercedes 300 SL Gullwing, Porsche Speedster, BMW 507, and Alfa Romeo Giulietta Spider. Hoffman built a reputation as an effective middleman, but as the car companies he represented became more successful under his watch, the less they needed their go-between. When it was inevitably time to say goodbye to Maxie, he showed his teeth with everything from lawsuits against his suppliers, to threatening executives with a mob hit. However, Hoffman also had a very good reason to be defensive. He understood the American market, and he pushed manufacturers specifically for cars that would strike a chord and make everybody involved richer. Sometimes the hero, sometimes the villain, but more often than not, Max Hoffman was the unseen puppet master behind some of today's best classics.
160 pages, Hardcover
Published September 15, 2022
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Displaying 1 - 2 of 2 reviews
December 12, 2025
“Million Dollar Middleman” is a picture book filled with cars and descriptions how Max Hoffman “fuelled America’s love affair with Europe’s finest auto marques”.
It’s also an immigrant’s story of an Austrian, who came to the United States during World War II, returned to his European roots, and then started importing an incredible range of cars to the United States.
Few in America know that this one man started off the import and growth of Alfa Romeo, BMW, Facel-Vega, Fiat, Jaguar, Lancia, Maserati, Mercedes, Porsche, and Volkswagen.
An incredible list of brands!
Hoffman was the key force in starting these brands off in the huge American market. Starting in the late 1940s and lasting until the mid 1970s, he set up dealerships in the key cities – starting with New York and Los Angeles – and then featured a literal parade of European auto maker introductions into the United States.
Max Hoffman came to America with his mother, in 1941 escaping the Nazis. They were literally penniless and Max started selling gold-covered cosmetic jewellery to make ends meet. He sold them to women who were recruited to work in factories to join the war effort and who had a little extra cash. He was successful in this field but being someone who was more excited by motorcycles, cars and racing, had his sight set on automobiles.
At the time there were virtually no foreign vehicles imported into the United States and Hoffman returned to Europe in 1946 to look for vehicles that he could import. His first contract was with Jaguar, followed thereafter by Alfa Romeo and Lancia. He then negotiated the rights to import Volkswagens into America from the British - who as an occupying force controlled this huge auto maker. After that he moved to import and distribute Mercedes Benz, Porsche, and finally BMW.
Hoffman not only initiated the import of many of these brands, but his knowledge of the huge American market often shaped the vehicles being made in Europe for export. This is particularly true with the Mercedes 190SL and 300SL as well as the Porsche Speedster – which were driven by American icons from Hollywood – like Steve McQueen and James Dean and industry.
For example, they attracted the architect Frank Lloyd Wright who designed Hoffman’s showroom on Park Avenue in New York and his home in Rye, New York – which is now owned by fashion designer Marc Jacobs.
What was most interesting about Max Hoffman was his salesmanship in getting European brands started in the United States. He was much less interested in service and managing businesses as they grew, and as a result, found that these brands outgrew his services. That said, he wasn’t able to sustain the distribution agreements going, and resorted to fighting every one of the companies as they moved to strengthen their positions in America, gain more control over the distribution channel, and to ensure their vehicles were well serviced.
It's thought that Max Hoffman made more from the legal settlements from these disputes than he made from selling cars.
I like the story very much for I was completely unaware of Hoffman until a good friend of mine – who is a Porsche lover - mentioned him this year. The book was filled with photos and an interesting read.
Hoffman is seen by the automotive industry as both a hero and a rogue – someone who made things happen, but almost always on his terms. And why not?
Max Hoffman was the right man for the right time, proving that timing is so critical to success. Also he was a “Opener” not a “Closer”. Hoffman could get things going, but not make the transition to a fast-scaling and maturing business.
It’s a very simple read – being equal parts photos and script. If you’re a car lover I recommend it.
It’s also an immigrant’s story of an Austrian, who came to the United States during World War II, returned to his European roots, and then started importing an incredible range of cars to the United States.
Few in America know that this one man started off the import and growth of Alfa Romeo, BMW, Facel-Vega, Fiat, Jaguar, Lancia, Maserati, Mercedes, Porsche, and Volkswagen.
An incredible list of brands!
Hoffman was the key force in starting these brands off in the huge American market. Starting in the late 1940s and lasting until the mid 1970s, he set up dealerships in the key cities – starting with New York and Los Angeles – and then featured a literal parade of European auto maker introductions into the United States.
Max Hoffman came to America with his mother, in 1941 escaping the Nazis. They were literally penniless and Max started selling gold-covered cosmetic jewellery to make ends meet. He sold them to women who were recruited to work in factories to join the war effort and who had a little extra cash. He was successful in this field but being someone who was more excited by motorcycles, cars and racing, had his sight set on automobiles.
At the time there were virtually no foreign vehicles imported into the United States and Hoffman returned to Europe in 1946 to look for vehicles that he could import. His first contract was with Jaguar, followed thereafter by Alfa Romeo and Lancia. He then negotiated the rights to import Volkswagens into America from the British - who as an occupying force controlled this huge auto maker. After that he moved to import and distribute Mercedes Benz, Porsche, and finally BMW.
Hoffman not only initiated the import of many of these brands, but his knowledge of the huge American market often shaped the vehicles being made in Europe for export. This is particularly true with the Mercedes 190SL and 300SL as well as the Porsche Speedster – which were driven by American icons from Hollywood – like Steve McQueen and James Dean and industry.
For example, they attracted the architect Frank Lloyd Wright who designed Hoffman’s showroom on Park Avenue in New York and his home in Rye, New York – which is now owned by fashion designer Marc Jacobs.
What was most interesting about Max Hoffman was his salesmanship in getting European brands started in the United States. He was much less interested in service and managing businesses as they grew, and as a result, found that these brands outgrew his services. That said, he wasn’t able to sustain the distribution agreements going, and resorted to fighting every one of the companies as they moved to strengthen their positions in America, gain more control over the distribution channel, and to ensure their vehicles were well serviced.
It's thought that Max Hoffman made more from the legal settlements from these disputes than he made from selling cars.
I like the story very much for I was completely unaware of Hoffman until a good friend of mine – who is a Porsche lover - mentioned him this year. The book was filled with photos and an interesting read.
Hoffman is seen by the automotive industry as both a hero and a rogue – someone who made things happen, but almost always on his terms. And why not?
Max Hoffman was the right man for the right time, proving that timing is so critical to success. Also he was a “Opener” not a “Closer”. Hoffman could get things going, but not make the transition to a fast-scaling and maturing business.
It’s a very simple read – being equal parts photos and script. If you’re a car lover I recommend it.
February 4, 2025
This book was much better than I expected. A really good read; I couldn’t put it down. Fascinating character whose influence on North America’s sporting automotive landscape was tremendous.
Displaying 1 - 2 of 2 reviews