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Hello and welcome to the
“HOFFMAN VW Registry”
Bob Cropsey, Author of the “Volkswagen History to Hobby” book series. I have a 1950 Hoffman Standard Split. And since I had room on my website I thought I'd put together a Hoffman Registry with pictures. Even if you are on the Samba site. I would like you to register your car onto this one.
A quick note when people ask "What is a Hoffman Car"? Basically if your VW Beetle was brought into the USA between 1950 to early 1953, then your car was imported by the Max Hoffman Dealership in New York City direct from Volkswagen in Germany. To be sure, you need your cars Birth Certificate to see the destination saying New York. Alot of VWs were brought into the USA by private people. These VWs are not Hoffman cars. This is why you have to have your cars Birth Certificate to register.
If any Hoffman owners know any special Hoffman info, Email it to me. Let’s make this a great HOFFMAN registry! After you look at the cars below, read the entire Hoffman story that follows.
Are ready to register your Hoffman VW?
You will need to email me the following things: The YEAR of your car, / The Color and L-code./ Is this the original color?,/ The Model #,/ The Vin #,/ The Body #,/ Engine number if it's original,/ Your Name,/ The town & state you live in,/ a back - side photo shot of your car,/ And a photo of your cars Birth Certificate stating New York.
* Email all this to me at [email protected]
* If you don't have a Birth Certificate for your car and need one. You can click on this link below and Everett from TheSamba tells you how to go about getting a Birth Certificate for your Beetle from VW in Germany.
Click This........... https://www.thesamba.com/vw/forum/viewtopic.php?t=398
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Official HOFFMAN Badges
are again SOLD OUT!
I may not be having any more made. But if you want one, send me an email at [email protected] and I will put you on a want list. And if I get them made again I will email you and let you know.
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are again SOLD OUT!
I may not be having any more made. But if you want one, send me an email at [email protected] and I will put you on a want list. And if I get them made again I will email you and let you know.
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If you own a Hoffman Beetle register and get listed below. It's Free. Email me with your info and a picture. [email protected]
This is the List of Cars brought into the USA, by the "Max Hoffman dealership".
(Year) (Vin #) (Type & Model) (Body#) (Engine#) (Color) (Built On) Owner: ( Your Name & State. )
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This is the List of Cars brought into the USA, by the "Max Hoffman dealership".
(Year) (Vin #) (Type & Model) (Body#) (Engine#) (Color) (Built On) Owner: ( Your Name & State. )
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* 1950 * Vin: 1-0 174 999 / Model: - 11G - Deluxe with Sunroof
Body # 122 731
Engine # 231 930 replacement.
Color: L11 Pastel Green
Built on: June 23, 1950
Owner: Simon McCloud. / Location: Calif. #15 b
Options:
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* 1950 * Vin: 1-0 174 999 / Model: - 11G - Deluxe with Sunroof
Body # 122 731
Engine # 231 930 replacement.
Color: L11 Pastel Green
Built on: June 23, 1950
Owner: Simon McCloud. / Location: Calif. #15 b
Options:
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* 1950 * VIN: 1-0 181 543 / Model: 11G - Deluxe with Sunroof
Body # 129 308
Engine # 217 860
Color: L-13 Medium Green
Built on: Aug 2, 1950.
Owner: # Nelson Roger. / Location: New Jersey. #7
Special Note: Yes this is the same car on the cover of Ray Miller's Volkswagen Bug. Nelson had it restored to a 100 point show car and it is now back to it's original color.
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* 1950 * VIN: 1-0 181 543 / Model: 11G - Deluxe with Sunroof
Body # 129 308
Engine # 217 860
Color: L-13 Medium Green
Built on: Aug 2, 1950.
Owner: # Nelson Roger. / Location: New Jersey. #7
Special Note: Yes this is the same car on the cover of Ray Miller's Volkswagen Bug. Nelson had it restored to a 100 point show car and it is now back to it's original color.
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* 1950 * VIN: 1-0 182 260 / Model - 11A - Standard
Body # 129 935
Engine # 218 770
Color: L-21 Pearl Gray
Built On: Aug. 4th, 1950
Owner: Gene Oshrin, / Location: SouthHampton, NY. #17 b
Options: M001 - Chrome setup, M010, M018, &MPH Speedo.
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* 1950 * VIN: 1-0 182 260 / Model - 11A - Standard
Body # 129 935
Engine # 218 770
Color: L-21 Pearl Gray
Built On: Aug. 4th, 1950
Owner: Gene Oshrin, / Location: SouthHampton, NY. #17 b
Options: M001 - Chrome setup, M010, M018, &MPH Speedo.
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* 1950 * VIN: 1-0 182 585 / Model: 11A - Standard
Body# 130555
Engine# -----------
Color: L-21 Pearl Gray
Built On: August 5th 1950
Owner: Lance Evenson, / Location: Cedar Hills, Utah # 30
Options: M001 - Chrome setup, M010, M018 Large brake light reflector.
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* 1950 * VIN: 1-0 182 585 / Model: 11A - Standard
Body# 130555
Engine# -----------
Color: L-21 Pearl Gray
Built On: August 5th 1950
Owner: Lance Evenson, / Location: Cedar Hills, Utah # 30
Options: M001 - Chrome setup, M010, M018 Large brake light reflector.
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* 1950 * VIN: 1-0 182 600 / Model: 11A - Standard
Body#
Engine # 219 188 (original)
Color: L-21 Pearl Gray
Built on: August 5th, 1950
Owner: Joshua Cobabe, / Location: Utah. #26
Options: M001 - Chrome setup, M010, M018
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* 1950 * VIN: 1-0 182 600 / Model: 11A - Standard
Body#
Engine # 219 188 (original)
Color: L-21 Pearl Gray
Built on: August 5th, 1950
Owner: Joshua Cobabe, / Location: Utah. #26
Options: M001 - Chrome setup, M010, M018
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* 1950 * VIN: 1-0 182 800 / Model 11A - Standard
Body #
Engine #
Color: L-21 Pearl Gray
Built On: July 8th, 1950
Owner: Henry Marchena, / Location: Calif. #29
Options:
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* 1950 * VIN: 1-0 182 800 / Model 11A - Standard
Body #
Engine #
Color: L-21 Pearl Gray
Built On: July 8th, 1950
Owner: Henry Marchena, / Location: Calif. #29
Options:
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* 1950 * VIN: 1-0 184 752 / Model: 11C - Deluxe
Body # 132 628
Original Engine & trans are gone. Numbers unknown.
Built on: Aug. 14, 1950
Owner: Jean Simard, / Location: Quebec,Canada. #3
Modifications: Car is has been modified to drive. 1600cc engine Fully Synchro Trans.
No cutting so it can be put back to stock original if need be.
New color is Dark Blue. And an original interior from West Coast Restorations.
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* 1950 * VIN: 1-0 184 752 / Model: 11C - Deluxe
Body # 132 628
Original Engine & trans are gone. Numbers unknown.
Built on: Aug. 14, 1950
Owner: Jean Simard, / Location: Quebec,Canada. #3
Modifications: Car is has been modified to drive. 1600cc engine Fully Synchro Trans.
No cutting so it can be put back to stock original if need be.
New color is Dark Blue. And an original interior from West Coast Restorations.
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* 1950 * VIN: 1-0 185 699 / Model: 11C - Deluxe
Body # 133 347
Engine: # 221 133
Color: L11 Pastel Green
Built On: Aug 17,1950
Owner: Ed Kelly / Location: Perth Amboy, NJ. #24
Options:
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* 1950 * VIN: 1-0 185 699 / Model: 11C - Deluxe
Body # 133 347
Engine: # 221 133
Color: L11 Pastel Green
Built On: Aug 17,1950
Owner: Ed Kelly / Location: Perth Amboy, NJ. #24
Options:
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* 1950 * VIN: 1-0 185 703 / Model: 11C - Deluxe.
Body#
Engine # 236 733
Color: L51 Bordeaux Red
Built On: Aug. 17, 1950
Owner: Mike Goode / Location: Arizona. #20
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* 1950 * VIN: 1-0 185 703 / Model: 11C - Deluxe.
Body#
Engine # 236 733
Color: L51 Bordeaux Red
Built On: Aug. 17, 1950
Owner: Mike Goode / Location: Arizona. #20
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* 1950 * VIN: 1-0 189 809 / Model: 11A - Standard
Body # 137 533
Engine # 227 933
Color: L-21 Pearl Gray
Built On: Sept. 1, 1950
Owner: New Owner ? / Location: ( ? ) #12
Options: His came with the plastic "MADE IN GERMANY"
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* 1950 * VIN: 1-0 189 809 / Model: 11A - Standard
Body # 137 533
Engine # 227 933
Color: L-21 Pearl Gray
Built On: Sept. 1, 1950
Owner: New Owner ? / Location: ( ? ) #12
Options: His came with the plastic "MADE IN GERMANY"
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* 1950 * VIN: 1-0 189 825 / Model: - Standard
Body # 137 607
Engine # 227 942 Didn't come with the car. Do you have my engine?
Color - L-23 Silver Gray - Only Silver Gray Standard imported.
Owner: Bob Cropsey / Location: New Jersey. #1 b
Modifications: My Car was featured in the April 2017 issue of Hot VW Magazine as a Modified Hoffman. I bought it as a stripped shell, no engine. I restored it as 12 volt and a 1600 engine and 1967 trans so it could be driven on highways. Still using the cable brakes. White Wall radials are not correct. Came with the plastic "MADE IN GERMANY".
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* 1950 * VIN: 1-0 189 825 / Model: - Standard
Body # 137 607
Engine # 227 942 Didn't come with the car. Do you have my engine?
Color - L-23 Silver Gray - Only Silver Gray Standard imported.
Owner: Bob Cropsey / Location: New Jersey. #1 b
Modifications: My Car was featured in the April 2017 issue of Hot VW Magazine as a Modified Hoffman. I bought it as a stripped shell, no engine. I restored it as 12 volt and a 1600 engine and 1967 trans so it could be driven on highways. Still using the cable brakes. White Wall radials are not correct. Came with the plastic "MADE IN GERMANY".
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* 1950 * VIN: 1-0 189 836 / Model: 11A - Standard
Body # 137 618
Engine # 228 005
Color: L-21 Pearl Gray
Built On: Sept 1, 1950
Owner: Frank Espinoza / Location: California. #9 b
Options: Came with M- Code 001 ( Chrome Package )
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* 1950 * VIN: 1-0 189 836 / Model: 11A - Standard
Body # 137 618
Engine # 228 005
Color: L-21 Pearl Gray
Built On: Sept 1, 1950
Owner: Frank Espinoza / Location: California. #9 b
Options: Came with M- Code 001 ( Chrome Package )
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* 1950 * VIN: 1-0 193 225 / Model: 11C - Deluxe
Body #
Engine # 232 146
Color: L-50 Coral Red.
Built on: Sept 14, 1950
Owner: Nelson Roger, Location: New Jersey. #8
Options:
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* 1950 * VIN: 1-0 193 225 / Model: 11C - Deluxe
Body #
Engine # 232 146
Color: L-50 Coral Red.
Built on: Sept 14, 1950
Owner: Nelson Roger, Location: New Jersey. #8
Options:
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* 1951 * VIN: 1-0 233 897 / Model: 11C - Deluxe
Body #
Engine # 1-0609623
Color: L51 Bordeaux Red
Built on: Feb 21, 1951
Owner: Jonathan Gyarmati Location: California #33
Options:
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* 1951 * VIN: 1-0 233 897 / Model: 11C - Deluxe
Body #
Engine # 1-0609623
Color: L51 Bordeaux Red
Built on: Feb 21, 1951
Owner: Jonathan Gyarmati Location: California #33
Options:
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* 1951 * VIN: 1-0 264249 / Model: 11A - Standard
Body #
Engine #
Color: L-37 Medium Blue
Built on: July 2, 1951
Owner: Mark DeSouza Location: Texas #32
Options:
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* 1951 * VIN: 1-0 264249 / Model: 11A - Standard
Body #
Engine #
Color: L-37 Medium Blue
Built on: July 2, 1951
Owner: Mark DeSouza Location: Texas #32
Options:
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* 1951 * VIN: 1-0 266 008 / Model: 11A - Standard
Body #
Engine #
Color: L21 Pearl Gray
Built On: April 7, 1951
Owner: John Hughes, / Location: Colorado. #25 b
Options: M001 - Chrome plated Bumpers, Hubcaps, Heradlight rims, Gas cap,
Door handles, Trim strips, and sun visor. M010 / M018 / M020 - MPH Speedo / M035
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* 1951 * VIN: 1-0 266 008 / Model: 11A - Standard
Body #
Engine #
Color: L21 Pearl Gray
Built On: April 7, 1951
Owner: John Hughes, / Location: Colorado. #25 b
Options: M001 - Chrome plated Bumpers, Hubcaps, Heradlight rims, Gas cap,
Door handles, Trim strips, and sun visor. M010 / M018 / M020 - MPH Speedo / M035
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* 1951 * VIN: 1-0 311 859 / Model: 11A - Standard.
Body # 254 965
Engine # 376 919
Color: L-21 Pearl Gray
Built On: Dec 17, 1951
Owner: Robert VW Kidd / Location: California. #10 b
Options:
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* 1951 * VIN: 1-0 311 859 / Model: 11A - Standard.
Body # 254 965
Engine # 376 919
Color: L-21 Pearl Gray
Built On: Dec 17, 1951
Owner: Robert VW Kidd / Location: California. #10 b
Options:
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* 1952 * VIN: 1-0 316 040 / Model: 11A - Standard.
Body # 259 330
Engine #
Color: L-21 Pearl Gray
Built on: Jan 1, 1952
Owner: Casey Daniels / Location: North Carolina. #21 b
Options: M001, M010, M018, M020, M035
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* 1952 * VIN: 1-0 316 040 / Model: 11A - Standard.
Body # 259 330
Engine #
Color: L-21 Pearl Gray
Built on: Jan 1, 1952
Owner: Casey Daniels / Location: North Carolina. #21 b
Options: M001, M010, M018, M020, M035
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* 1952 * VIN: 1-0 325 324 / Model: 11C - Deluxe
Body # 268 183
Engine # 393 095
Color: L11 Pastel Green
Built on: Feb 11, 1952
Owner: Dick Reischman, / Location: Ohio #2
Options:
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* 1952 * VIN: 1-0 325 324 / Model: 11C - Deluxe
Body # 268 183
Engine # 393 095
Color: L11 Pastel Green
Built on: Feb 11, 1952
Owner: Dick Reischman, / Location: Ohio #2
Options:
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* 1952 - VIN: 1-0 332 958 / Model: 11C - Deluxe.
Body # 275 581
Engine # Running with a 36hp engine.
Color: L11 Pastel Green.
Built On: March 7, 1952
Owner: Matthew Rutkowski. / Location: New York. #23
Options: M010, M018, M020, M035
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* 1952 - VIN: 1-0 332 958 / Model: 11C - Deluxe.
Body # 275 581
Engine # Running with a 36hp engine.
Color: L11 Pastel Green.
Built On: March 7, 1952
Owner: Matthew Rutkowski. / Location: New York. #23
Options: M010, M018, M020, M035
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* 1952 * VIN: 1-0 333 315 / Model: 11A - Standard
Body # 275 830
Engine # 402 693
Color: L-37 Medium Blue
Built on: March 10, 1952
Owner: Terry Creamer / Location: Oregon. #13 b
Options:
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* 1952 * VIN: 1-0 350 058 / Model: 11C - Deluxe
Body # 291 497
Engine #
Color: L11 Pastel Green
Built on: May 6, 1952
Owner: Brannon Young / Location: NC. #19 b
Modifications: Running a 36hp. A 25hp is being built for it.
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* 1952 * VIN: 1-0 350 058 / Model: 11C - Deluxe
Body # 291 497
Engine #
Color: L11 Pastel Green
Built on: May 6, 1952
Owner: Brannon Young / Location: NC. #19 b
Modifications: Running a 36hp. A 25hp is being built for it.
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* 1952 * VIN: 1-0 354 801 / Model: 11C - Deluxe
Body # 293 852
Engine #
Color: L-11 Pastel Green.
Built On: May 20, 1952
Owner: Glenn Mounger / Location: Washington. #5 b
Modifications: Original color was L36 Azure Blue. Original engine gone. Running with a 1300cc
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* 1952 * VIN: 1-0 354 801 / Model: 11C - Deluxe
Body # 293 852
Engine #
Color: L-11 Pastel Green.
Built On: May 20, 1952
Owner: Glenn Mounger / Location: Washington. #5 b
Modifications: Original color was L36 Azure Blue. Original engine gone. Running with a 1300cc
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* 1952 * VIN: 1-0 361 600 / Model: 11C - Deluxe
Body # 377 387
Engine # 437 572
Color: L-11 Pastel Green.
Built On: June 11, 1952
Owner: Ron & Judy Soucy / Location: Chula Vista, CA. #14 b
Modifications: 36HP Engine.
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* 1952 * VIN: 1-0 361 600 / Model: 11C - Deluxe
Body # 377 387
Engine # 437 572
Color: L-11 Pastel Green.
Built On: June 11, 1952
Owner: Ron & Judy Soucy / Location: Chula Vista, CA. #14 b
Modifications: 36HP Engine.
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* 1952 * VIN: 1-0 361 638 / Model: 11C - Deluxe.
Body # 302 338
Engine: # 043 7__
Color: L11 Pastel Green.
Built On: June 11, 1952
Owner: Boris Lehner / Location: Canada. #18 b
Options:
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* 1952 * VIN: 1-0 361 638 / Model: 11C - Deluxe.
Body # 302 338
Engine: # 043 7__
Color: L11 Pastel Green.
Built On: June 11, 1952
Owner: Boris Lehner / Location: Canada. #18 b
Options:
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* 1952 * VIN: 1-0 364 811 / Model: 11C - Deluxe
Body #
Engine # 441 617
Color: L-36 Azure Blue
Built on:
Owner: Kevin Nagatani, / Location: Calif. #4 b
Note: Bought car with 45,000 miles on it.
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* 1952 * VIN: 1-0 364 811 / Model: 11C - Deluxe
Body #
Engine # 441 617
Color: L-36 Azure Blue
Built on:
Owner: Kevin Nagatani, / Location: Calif. #4 b
Note: Bought car with 45,000 miles on it.
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* 1952 * VIN: 1-0 370 930 / Model: 11C - Deluxe
Body # 306 597
Engine # 448 928
Color: L36 Azure Blue
Built On: July 7, 1952
Owner: Lynn Sheeley IV, / Location: Tennessee. #6 b
Note: Car is in process of restoration.
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* 1952 * VIN: 1-0 370 930 / Model: 11C - Deluxe
Body # 306 597
Engine # 448 928
Color: L36 Azure Blue
Built On: July 7, 1952
Owner: Lynn Sheeley IV, / Location: Tennessee. #6 b
Note: Car is in process of restoration.
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* 1952 * VIN: 1-0 375 284 / Model: 11A - Standard
BODY # 315 663
ENGINE # 454 120
COLOR: L36 Azure Blue
BUILT ON: Jan 1, 1952
OWNER: Jeff Tacker / Location: Washington. #31b
Note: Options: M001, M010, M018, M020
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* 1952 * VIN: 1-0 375 284 / Model: 11A - Standard
BODY # 315 663
ENGINE # 454 120
COLOR: L36 Azure Blue
BUILT ON: Jan 1, 1952
OWNER: Jeff Tacker / Location: Washington. #31b
Note: Options: M001, M010, M018, M020
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* 1952 * VIN: 1-0 409 248 / Model: 11C - Deluxe Zwitter
Body # 349 086
Engine # 522 664
Color: L36 Azure Blue
Built On: Nov 4, 1952
Owner: Rick Champon / Location: Florida. #16 b
Note: Color Change. Car has a non original 25hp engine in it.
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* 1952 * VIN: 1-0 409 248 / Model: 11C - Deluxe Zwitter
Body # 349 086
Engine # 522 664
Color: L36 Azure Blue
Built On: Nov 4, 1952
Owner: Rick Champon / Location: Florida. #16 b
Note: Color Change. Car has a non original 25hp engine in it.
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* 1952 * VIN: 1-0 413 681 / Model: 11C - Deluxe Zwitter
Body #
Engine # 501 132
Color:
Built On: Nov 15, 1952
Owner: Jerry Coffin / Location: Ramsey, Minnesota. #28
Modifications: Running with a 36hp, has original engine home.
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* 1952 * VIN: 1-0 413 681 / Model: 11C - Deluxe Zwitter
Body #
Engine # 501 132
Color:
Built On: Nov 15, 1952
Owner: Jerry Coffin / Location: Ramsey, Minnesota. #28
Modifications: Running with a 36hp, has original engine home.
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* 1952 * VIN: 1-0 415 793 / Model 11C - Deluxe Zwitter
Body. #
Engine # 503 416
Color:
Built On: Nov 22, 1952
Owner: Jim Carr. Location: Overland Park, Kansas #34
Modifications:
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* 1952 * VIN: 1-0 415 793 / Model 11C - Deluxe Zwitter
Body. #
Engine # 503 416
Color:
Built On: Nov 22, 1952
Owner: Jim Carr. Location: Overland Park, Kansas #34
Modifications:
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* 1952 * VIN: 1-0 417 064 / Model: 11C - Deluxe Zwitter
Body #
Engine # 505 502
Color:
Built On: Nov 26, 1952
Owner: Jerry Coffin / Location: Ramsey, Minnesota. #27
Modifications: 1600cc w/ Turbo on a 1969 Chassis. Has original chassis home.
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* 1952 * VIN: 1-0 417 064 / Model: 11C - Deluxe Zwitter
Body #
Engine # 505 502
Color:
Built On: Nov 26, 1952
Owner: Jerry Coffin / Location: Ramsey, Minnesota. #27
Modifications: 1600cc w/ Turbo on a 1969 Chassis. Has original chassis home.
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* 1952 * VIN: 1-0 417 196 / Model: 11C - Deluxe Zwitter.
Body # 356 564
Engine # 505 568
Color: L-11 Pastel Green.
Built On: Nov 26, 1952
Owner: Bill Borkowski, / Location: Fargo, ND. #11 b
Note: Bill bought it in 1974 from the original owner when Bill was only 19 years old. He kept it since then. He did a full ground up restoration in 2013, and it was featured in Hot VW Magazine Feb. 2015.
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* 1952 * VIN: 1-0 417 196 / Model: 11C - Deluxe Zwitter.
Body # 356 564
Engine # 505 568
Color: L-11 Pastel Green.
Built On: Nov 26, 1952
Owner: Bill Borkowski, / Location: Fargo, ND. #11 b
Note: Bill bought it in 1974 from the original owner when Bill was only 19 years old. He kept it since then. He did a full ground up restoration in 2013, and it was featured in Hot VW Magazine Feb. 2015.
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* 1953 * VIN: 1-0 429 231 / Model: 11C - Deluxe Zwitter.
Body # 429 231
Engine # 520 570
Color: Azure Blue
Built On: Jan 5, 1953
Owner: Andre Laplante, / Location: Auburndale, FL. #22
Options: M018 - M020 - M010
Note: Original color was Azure Blue.
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* 1953 * VIN: 1-0 429 231 / Model: 11C - Deluxe Zwitter.
Body # 429 231
Engine # 520 570
Color: Azure Blue
Built On: Jan 5, 1953
Owner: Andre Laplante, / Location: Auburndale, FL. #22
Options: M018 - M020 - M010
Note: Original color was Azure Blue.
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The story of Max Hoffman / VW / and his New York City dealership.
Hoffman was born outside Vienna, Austria. Maximilian Hoffman immigrated to New York with the outbreak of World War II. Hoffman started a costume jewelry business that afforded him enough income to move into the automobile sales market in 1947. Selecting his home of New York City as the starting place for his new dealership, Hoffman pulled out all of the stops and broke ground on a spectacular new location. Opened in June of 1947, the new dealer housed a single Delahaye 4-seat coupe model. Road and Track proclaimed the new dealer to be “Europe on Park Avenue”, and went on to say that “With the opening in New York City of The Hoffman Motor Car Company’s new showroom… New Yorker’s (sic) now have the opportunity to see for themselves examples of some of the world’s finest and most luxurious automobiles.” By 1949, the inventory would grow to include Jaguar, Rolls-Royce, Bentley, Austin, Cooper, Rover, Lea Francis, and Morgan cars.
In 1950, Hoffman visited Porsche in Germany, and was pleasantly surprised by what he saw there. He started importing Volkswagens and Porsche models.
Hoffman became enamored with the Porsche brand, buying and selling as many as he could. Having previously been a successful racing driver in Europe, Hoffman began racing again in Porsche powered cars, gaining notoriety for the brand in the states with his exploits. In a meeting with Porsche in New York, Hoffman even proffered the idea that the brand was deserving of a representative emblem, and as such, the Porsche crest was born.
Being New York City, and noting that even in the 1950s, it was a hustle-bustle kind of city, Hoffman knew that he would need something to set his second dealership apart from the rest. Not only would he need to provide the highest of quality European sports automobiles, but he would need to make the dealership itself a destination with the prestige and panache required to cater to New York’s elite. As this was the case, Hoffman contracted, arguably, the world’s greatest architectural designer and commissioned his expertise to create a beautiful environment, one complementary to the gorgeous lines of its inhabitants.
In early 1953 Volkswagen revoked Hoffman’s dealership contract as they felt he wasn’t doing enough to push the Volkswagen brand. Hoffman became consumed with luxury and speed. That ended the short chapter of the Hoffman Volkswagens. During this time only 2,173 Volkswagens were sold.
Conversations with renowned Father of design, Frank Lloyd Wright, led to a few sketches, which Hoffman found agreeable. In 1955, Wright and Hoffman worked together to create a new display space for his Jaguar franchise only three blocks from his first dealership. The display space was confining, and could not fit many vehicles, but Wright made best use of it with a rotating plinth capable of holding four cars and a central planter box. Focal on the sales floor was an ascending, Guggenheim-esque, semicircle ramp leading up to the edge of the plinth. Wright had been experimenting with this style of ramp in his designs for several years, and a year after completing the Hoffman dealership, the Guggenheim would use this as its central focus of design.
Other design elements of the building were also drawn up by Wright. Everything from the modern recessed lighting, to the new age built in furniture of the waiting room, and on to the planter boxes and cantilever observation balcony was a Wright design. The centralized planter box was originally designed with a leaping Jaguar sculpture in the middle, though it did not stay for long, and was replaced by a large box featuring the Hoffman dealer network logos. For his work, Wright was paid partially in automotive currency, accepting two new Mercedes from Hoffman as well as a large quantity of cash. Presumably, Wright was not interested in receiving payment in the form of a Jaguar.
As it would happen, by the time the new dealership had been completed, however, Hoffman would abandon its use as a Jaguar house, and instead re-purpose the new facility for his Porsche and Mercedes sales. At this point, Hoffman had been responsible for the majority of Porsche importation to North America, and his distribution network was responsible for as much as 21% of Porsche's global sales.
For the next three years, Hoffman moved a mass of Porsche and Mercedes cars through this dealer location. Eventually, the decision was made that he needed to relocate to a larger facility. As luck would have it, Mercedes-Benz was interested in taking over the Park Avenue space as their factory owned dealership, and the handover occurred in 1957.
The facility has remained in the care of Mercedes-Benz since that time, and has been expanded tremendously over the years. An 80’s redesign brought flamboyance and mirrors to the original layout, though much of Wright’s original intention was maintained. A second renovation in 2002 brought a more Mercedes corporate look to the building with glazed glass and chromed accents, as well as much of the aforementioned expansion. The central focal points of the dealership display floor have remained, though the planter on the rotating plinth has been enlarged, and the mechanism used to rotate the plinth no longer rotates as it gave up the ghost many years ago.
In 2008, Mercedes invested 30 million dollars in the development of a new and larger flagship Manhattan based dealership. The aim was to improve customer care and efficiency. Since the new facility was finished in 2011, the two Manhattan facilities have been operating concurrently. Lately, Mercedes has shown a desire to move the property on to new owners and vacate the premises, focusing entirely on their new 11th Avenue address. Whether the new owners are automotive in interest or something else entirely, we can only hope that the space maintains its F.L. Wright inspiration and features.
It’s shocking that a building designed by one of the biggest architects of the past century could disappear so quickly and quietly, but Frank Lloyd Wright’s auto showroom on Park Avenue was demolished and the architectural world is just now feeling the reverberations.
Mercedes, which had used the showroom since 1957, vacated the space at the end of 2012 when their lease expired, and the showroom was demolished sometime between March 28 and April 3 of this year. As Crain’s New York reported, on March 22 the new owners were called by the Landmarks Preservation Commission to convey the city’s consideration of designating the showroom a landmark. Just after this on March 28 is when the owners of the building, Midwood Investment & Management and Oestreicher Properties, reportedly contacted the Department of Buildings for a demolition permit, which was approved that day. As Matt Chaban with Crain’s wrote: “Ironically, it was the Landmarks Commission’s good intentions, and a disconnect between it and the Department of Buildings, that doomed the dealership.”
“It’s a national tragedy simply because there are not that many Frank Lloyd Wright design commissions left in America — and truly not that many in New York City,” Simeon Bankoff, the executive director of the Historic Districts Council in New York, explained over email. “There were three, now there are two. Frank Lloyd Wright is arguably America’s greatest architect — he’s definitely our country’s most famous one. Even given a question of the individual significance of the showroom within Wright’s extant oeuvre, it should not have been casually thrown away, but rather studied and discussed.”
Hoffman was born outside Vienna, Austria. Maximilian Hoffman immigrated to New York with the outbreak of World War II. Hoffman started a costume jewelry business that afforded him enough income to move into the automobile sales market in 1947. Selecting his home of New York City as the starting place for his new dealership, Hoffman pulled out all of the stops and broke ground on a spectacular new location. Opened in June of 1947, the new dealer housed a single Delahaye 4-seat coupe model. Road and Track proclaimed the new dealer to be “Europe on Park Avenue”, and went on to say that “With the opening in New York City of The Hoffman Motor Car Company’s new showroom… New Yorker’s (sic) now have the opportunity to see for themselves examples of some of the world’s finest and most luxurious automobiles.” By 1949, the inventory would grow to include Jaguar, Rolls-Royce, Bentley, Austin, Cooper, Rover, Lea Francis, and Morgan cars.
In 1950, Hoffman visited Porsche in Germany, and was pleasantly surprised by what he saw there. He started importing Volkswagens and Porsche models.
Hoffman became enamored with the Porsche brand, buying and selling as many as he could. Having previously been a successful racing driver in Europe, Hoffman began racing again in Porsche powered cars, gaining notoriety for the brand in the states with his exploits. In a meeting with Porsche in New York, Hoffman even proffered the idea that the brand was deserving of a representative emblem, and as such, the Porsche crest was born.
Being New York City, and noting that even in the 1950s, it was a hustle-bustle kind of city, Hoffman knew that he would need something to set his second dealership apart from the rest. Not only would he need to provide the highest of quality European sports automobiles, but he would need to make the dealership itself a destination with the prestige and panache required to cater to New York’s elite. As this was the case, Hoffman contracted, arguably, the world’s greatest architectural designer and commissioned his expertise to create a beautiful environment, one complementary to the gorgeous lines of its inhabitants.
In early 1953 Volkswagen revoked Hoffman’s dealership contract as they felt he wasn’t doing enough to push the Volkswagen brand. Hoffman became consumed with luxury and speed. That ended the short chapter of the Hoffman Volkswagens. During this time only 2,173 Volkswagens were sold.
Conversations with renowned Father of design, Frank Lloyd Wright, led to a few sketches, which Hoffman found agreeable. In 1955, Wright and Hoffman worked together to create a new display space for his Jaguar franchise only three blocks from his first dealership. The display space was confining, and could not fit many vehicles, but Wright made best use of it with a rotating plinth capable of holding four cars and a central planter box. Focal on the sales floor was an ascending, Guggenheim-esque, semicircle ramp leading up to the edge of the plinth. Wright had been experimenting with this style of ramp in his designs for several years, and a year after completing the Hoffman dealership, the Guggenheim would use this as its central focus of design.
Other design elements of the building were also drawn up by Wright. Everything from the modern recessed lighting, to the new age built in furniture of the waiting room, and on to the planter boxes and cantilever observation balcony was a Wright design. The centralized planter box was originally designed with a leaping Jaguar sculpture in the middle, though it did not stay for long, and was replaced by a large box featuring the Hoffman dealer network logos. For his work, Wright was paid partially in automotive currency, accepting two new Mercedes from Hoffman as well as a large quantity of cash. Presumably, Wright was not interested in receiving payment in the form of a Jaguar.
As it would happen, by the time the new dealership had been completed, however, Hoffman would abandon its use as a Jaguar house, and instead re-purpose the new facility for his Porsche and Mercedes sales. At this point, Hoffman had been responsible for the majority of Porsche importation to North America, and his distribution network was responsible for as much as 21% of Porsche's global sales.
For the next three years, Hoffman moved a mass of Porsche and Mercedes cars through this dealer location. Eventually, the decision was made that he needed to relocate to a larger facility. As luck would have it, Mercedes-Benz was interested in taking over the Park Avenue space as their factory owned dealership, and the handover occurred in 1957.
The facility has remained in the care of Mercedes-Benz since that time, and has been expanded tremendously over the years. An 80’s redesign brought flamboyance and mirrors to the original layout, though much of Wright’s original intention was maintained. A second renovation in 2002 brought a more Mercedes corporate look to the building with glazed glass and chromed accents, as well as much of the aforementioned expansion. The central focal points of the dealership display floor have remained, though the planter on the rotating plinth has been enlarged, and the mechanism used to rotate the plinth no longer rotates as it gave up the ghost many years ago.
In 2008, Mercedes invested 30 million dollars in the development of a new and larger flagship Manhattan based dealership. The aim was to improve customer care and efficiency. Since the new facility was finished in 2011, the two Manhattan facilities have been operating concurrently. Lately, Mercedes has shown a desire to move the property on to new owners and vacate the premises, focusing entirely on their new 11th Avenue address. Whether the new owners are automotive in interest or something else entirely, we can only hope that the space maintains its F.L. Wright inspiration and features.
It’s shocking that a building designed by one of the biggest architects of the past century could disappear so quickly and quietly, but Frank Lloyd Wright’s auto showroom on Park Avenue was demolished and the architectural world is just now feeling the reverberations.
Mercedes, which had used the showroom since 1957, vacated the space at the end of 2012 when their lease expired, and the showroom was demolished sometime between March 28 and April 3 of this year. As Crain’s New York reported, on March 22 the new owners were called by the Landmarks Preservation Commission to convey the city’s consideration of designating the showroom a landmark. Just after this on March 28 is when the owners of the building, Midwood Investment & Management and Oestreicher Properties, reportedly contacted the Department of Buildings for a demolition permit, which was approved that day. As Matt Chaban with Crain’s wrote: “Ironically, it was the Landmarks Commission’s good intentions, and a disconnect between it and the Department of Buildings, that doomed the dealership.”
“It’s a national tragedy simply because there are not that many Frank Lloyd Wright design commissions left in America — and truly not that many in New York City,” Simeon Bankoff, the executive director of the Historic Districts Council in New York, explained over email. “There were three, now there are two. Frank Lloyd Wright is arguably America’s greatest architect — he’s definitely our country’s most famous one. Even given a question of the individual significance of the showroom within Wright’s extant oeuvre, it should not have been casually thrown away, but rather studied and discussed.”
- Volkswagen was both his greatest claim to fame and his greatest embarrassment, because he dropped the franchise in 1953 after only three years and missed out on the VW craze of the 1960s.
- Hoffman, who died in 1981 at age 76, was a genuine car enthusiast, and the auto import business was good to him in return.
- Max Hoffman was inducted into the Automotive Hall of Fame in 2003.
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