How best to market cars to the masses
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.