Matt Prior

How best to mar­ket cars to the masses

Autocar - - THIS WEEK -

DE­SPITE BE­ING ONLY the third com­pany to start car mak­ing in Ger­many be­hind Daim­ler and Benz, Fahrzeug­fab­rik Eise­nach is rather ob­scure com­pared with its il­lus­tri­ous con­tem­po­raries.

Founder Hein­rich Ehrhardt tried his best at pro­mo­tion by win­ning races such as the 93-mile run from Aachen to Koblenz in 1899. His feat in a petrol-pow­ered model known as a Wart­burg (named af­ter the me­dieval cas­tle in Eise­nach) was noted in Au­to­car at the time.

But as losses mounted and share­hold­ers grew anx­ious, Ehrhardt gave up run­ning the mo­tor works in 1903. It passed be­tween a num­ber of own­ers un­til 1928, when it was bought by a cer­tain Bay­erische Mo­toren Werke, which pro­duced its first car, the 3/15, at the premises.

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