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Item Specifics
Type: Original Dealership Direct-Mail Ephemera Packet
Year: 1958–1959
Make: Lancia / Hoffman Motors
Models Featured: Flaminia Sedan, Aurelia Coupe, Aurelia Convertible Farina, Appia Sedan, Appia Coupe Farina, Appia Convertible Vignale
Distributor: Hoffman of California, Inc. (9130 Wilshire Blvd, Beverly Hills, CA)
Original Recipient: Mr. R. C. Lenz, Smoke Tree Ranch, Palm Springs, California
Original/Reproduction: Original
Format: Multi-piece promotional mailing archive
Listing Description
An exceptionally rare, complete 1958–1959 original direct-mail promotional packet sent by legendary importer Max Hoffman’s West Coast distributorship, Hoffman of California, Inc. (Beverly Hills), to a prospective luxury car buyer in the exclusive Smoke Tree Ranch enclave of Palm Springs, California.
This archive captures mid-century imported automotive marketing at its highest level, documenting the United States introduction of the flagship Lancia Flaminia alongside the Aurelia and Appia model lines.
Included Archive Components
1. Original Typed Mailing Envelope (1958):
Addressed via manual typewriter to: Mr. R. C. Lenz / Smoke Tree Ranch / Palm Springs, California.
Bearing the blue Hoffman of California, Inc. (Beverly Hills) corner imprint and original metered postage.
Provides ironclad provenance tying the direct-mail pitch to one of California’s most exclusive private historic desert communities.
2. Original Typed 1959 Lancia Retail Price List (Dated November 25, 1958):
Original dealership letterhead from Hoffman of California, Inc. featuring the official corporate emblems of BMW, Porsche, Alfa Romeo, and Fiat.
Lists factory Suggested Los Angeles Retail Prices (P.O.E.) and prep/handling charges for:
Appia Sedan ($2,892.00)
Appia Convertible Vignale ($4,490.00)
Appia Coupe Farina ($4,598.00)
Aurelia Convertible Farina ($5,830.00)
Aurelia Coupe ($5,830.00)
Flaminia Sedan ($5,998.00)
3. Dealership \"With Compliments\" Card:
Printed dealer enclosure note: \"We are not represented in the Shrine Auditorium Import Car Show. Our Saturday hours are: 10 a.m. to 5 p.m.\"
Demonstrates Hoffman\'s targeted direct-mail marketing strategy bypass of public car shows in favor of high-net-worth direct solicitation.
4. March 1959 Motor Trend Magazine (Complete Issue):
Features the cover story \"New LANCIA FLAMINIA Report\" with in-depth road test and engineering analysis by Walt Woron.
Includes original color dealer-imprint Lancia advertisement page on rear listing Hoffman’s Park Avenue (NY) and Wilshire Blvd (Beverly Hills) showrooms.
Condition Report
Paper Ephemera & Letterhead: Very Good vintage condition. Typing is crisp and dark. Clean edges with minimal handling wear and light, natural age-toning consistent with late-1950s paper stock. No tape, tears, or glue residue.
Envelope: Intact with postal cancellation, light edge wear, and expected mail-transit creases.
Magazine: Complete and solid with clean cover, sharp color register, tight binding, and supple interior pages.
Archival Packaging & Shipping
All paper documents will be housed in acid-free archival sleeves with rigid backing boards and shipped flat in a reinforced, crush-resistant container via USPS Ground Advantage (or Priority Mail) with full tracking and insurance.
