In 1981, a new company, Hoffmann Flugzeugbau, was founded by aircraft designer Wolf Hoffmann in Friesach, Carinthia, Austria; it was formed with the ambition of becoming a major aircraft manufacturer for general aviation purposes. According to Michael Feinig, a future managing director of the company, the firm's leadership had recognised that there was a market for a range of modern light aircraft, and that the general aviation sector had been then dominated by mostly old designs from established manufacturers. By taking advantage of innovations in avionics and manufacturing technologies, the market could be disrupted by a capable competitor.