As an avid racer in his youth, Max Hoffman’s automotive career was rooted in motorsports. He was born in Vienna, Austria in 1904 to Jewish lineage. By the 1930s, he had worked his way to become a middle European sales representative for manufacturers like Rolls-Royce, Bentley, Alfa Romeo and Volvo. Yet the trajectory of his life was off-routed by Nazi influence, which was quickly spreading across Eastern Europe. In the 1940s, Hoffman emigrated first to France and then to America to escape prosecution and war, despite not knowing anybody.
Through hard work and determination, and against all odds, Hoffman was able to save enough money working as a costume jewellery designer to go back to his real passion. He opened Hoffman Motors in 1947 and worked as a car dealer and importer of new European cars, introducing innovative designs to an American automotive market that had fallen behind as a result of the war. At certain periods of the business, Hoffman Motors owned the exclusive rights to import marques like Jaguar, Volkswagen, Alfa Romeo, BMW, Fiat, Austin-Healey and Porsche. In 1952, the Mercedes-Benz name was added to the list.