MAX HOFFMAN AND BMW
THE REAL STORY OF BMW'S RELATIONSHIP WITH ITS CONTROVERSIAL US IMPORTER... AND HOW IT NEARLY BROKE BMW
Most automotive enthusiasts in America know Max Hoffman as a hero, the man who introduced BMW - and other European cars - to an American audience. That’s only partly true, however. As BMW board member for sales Bob Lutz said later, "Hoffman was beloved by any who did not know the way he did business: threats, intimidation, and bribes".
That’s an explosive statement, but it reflects the nature of Hoffman’s relationship with BMW and the other manufacturers whose cars Hoffman imported to the US starting in 1947.
Max Hoffman and BMW explores the truth of that relationship, from his first contact with BMW in 1954 to the termination of his final contract in 1975. The book explores Hoffman’s role in the creation and design of the 507, the hand-built roadster that nearly bankrupted BMW as it tried to keep up with Hoffman’s demands.
It follows the unexpected success of Hoffman rival Fadex with BMW’s comically cute Isetta, and Fadex’s ultimate capitulation in the face of a product lineup that remained ill-suited to the US market.
Max Hoffman and BMW outlines BMW’s return to Hoffman’s embrace, which remained problematic even as BMW scored a long-awaited hit with the 2002. The myth of Hoffman’s role in the 2002’s creation are dispelled herein, as well, with proper credit given to the engineers and executives who really brought it to life.
Finally, Max Hoffman and BMW reveals how BMW - on Lutz’s initiative - finally untangled itself from a disastrous partnership with Hoffman to form BMW of North America, the wholly-owned sales subsidiary that took BMW to ever-greater heights once it took over the distribution of BMW cars in 1975.
It’s a fascinating and often shocking story, one that has been largely untold for more than 40 years but which remains relevant to all who love BMW automobiles.
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