Background
Automotive impresario Max Hoffman was a divisive, if hugely influential figure. Industry giant, Bob Lutz who served as the leader of all “top three” US automakers, listed Hoffman as one of the “shadiest people he ever worked with” in 2019. Lutz claimed that much of Hoffman’s success and influence was “built on bribery and extortion.” Whatever the truth Hoffman was instrumental in various car manufacturers producing some of their most iconic models of the 1950’s and 1960’s. Think Mercedes-Benz 300SL Gullwing, Porsche 356 Speedster and BMW 507 Roadster – in other words, some serious metal!
Even before the public launch of the Alfa Romeo Sprint Coupe based on the 101 Series Giulietta, the company presented the vehicle to Max Hoffman for his comment. Hoffman was lukewarm about the car and pressed Alfa Rome to construct an open, two-seated roadster version which he felt would be significantly more marketable. He even sweetened the suggestion with a promise to take the first 600 cars built. In no time at all, a prototype was developed and in the following year, the gorgeous Giulietta Spider was presented at the International Motor Show in New York City.
The Giulietta Spider was a great success and when the 105 Series Giulia was launched in 1962 a Giulia Spider Veloce followed on in 1963. With the Spider model really capturing the zeitgeist of the 1960’s the model would receive another update in 1966. This followed a veritable blizzard of Pininfarina design studies and concept cars. The Alfa Romeo Spider 1600 was launched at the Geneva Motor Show of 1966.
Max Hoffman had one more card to play in terms of the Spider, however. In 1967 Max Hoffman’s nephew, Dustin, was cast as the lead in Mike Nichols’s “The Graduate.” When “Uncle Max” learned of this he offered the production the use of three Spider 1600’s in one of the most inspired and successful examples of early product placement. Seemingly Nichols didn’t sell out entirely to Max Hoffman, however. When Anne Bancroft’s Mrs Robinson asks Dustin’s Ben Braddock of his red Alfa “what sort of car is this?” he simply replies, “I don’t know.” An opportunity missed, perhaps, but it didn’t seem to matter.








