Porsche celebrates 70 years in America
In the autumn of 1950, the first Porsche sports cars arrived stateside, marking the beginning of a success story that reached new heights over the past decade.
It was autumn 1950 when a fateful meeting between Professor Ferdinand Porsche and Max Hoffman led to the decision that a fledgling German automotive manufacturer from humble beginnings would begin exporting its sports cars to America.
The early years
The first Porsche sports car received its certification for road use in Germany on June 8, 1948, meaning the history between the brand and the U.S. goes back almost to the very beginning. Back then, the young sports car company caught the eye of a visionary New York-based salesman.
Austrian expatriate Max Hoffman had arrived in New York on June 21, 1941, and in 1947 he opened his showroom on Park Avenue, which was later redesigned by Frank Lloyd Wright.
Building a bond
Compared to its rivals by the numbers alone, the German newcomer was considerably more expensive and had a smaller engine, but Hoffman knew that anyone who drove a car from Zuffenhausen would understand it offered a blend of durability, track-bred agility and everyday usability that was unique in the automotive landscape.
Porsche had no budget for a major advertising campaign, so it was up to Hoffman to establish the unknown brand to American customers. The strategy gained traction, and by 1954, 11 cars per week were sold through Hoffman, equalling 30 percent of the annual Porsche production.
A decade of growth
For Porsche, U. From that point onwards though, the sports car manufacturer did not look back: vehicle deliveries started climbing year by year, supported by new model lines – such as the Panamera, and later the Macan – and Americans’ continued fascination with the brand.
This dedicated home for Porsche in America would not only serve as a centralised location for business, but as a brand embassy where visitors could experience the thrill of everything the marque has to offer. The Porsche Experience Centre (PEC) Atlanta opened its doors in May 2015, complete with a driver development track, fine dining restaurant, Heritage Gallery and much more.
Sep 29, 2020 at 04:58