A comedy of errors or a practiced approximation at the incorrect time ? The Edsel was both – cogent evidence that what seems sound today may not be so tomorrow . As one historiographer later write : " Its design was right , but the target area moved . "
Edsel Image Gallery
That target was sight in the heady day of 1954 , when Ford Motor Company was powerfully recovering from its near - flop in the late ' forty . Led by board chairperson Ernest R. Breech , affirmative Dearborn coach , determined to match General Motors model for model , laid expansionist plans for a GM - like five - make power structure involving a disjoined young Continental Division and a second intermediate - price make to bolster Mercury .
The latter made appealing sensation at a time when the average - price market was booming . In phonograph recording - set 1955 , Pontiac , Buick , and Dodge built nearly two million cars combined .
But with the industry ’s usual three - class confidential information times , Edsel did n’t arrive until belated 1957 , by which time the entire market was dispirited and the intermediate - price segment had shriveled from 25 to 18 percent . Hoping to sell 100,000 of its debut ' 58 manikin , Edsel Division build only a small over 63,000 , though that was comely going for an all - new line in a recession year . But from there it was all downhill . After few than 45,000 for ' 59 and a mere 3000 of the tokenish 1960 models , the make was canceled at the ending of November ' 59 . The name , of course , abide by the only son of company founder Henry Ford and the father of then - president Henry Ford II . Not that it was supposed to be the choice . Ford solicited moniker from all over – include free / mind poet Marianne Moore , who come up with stunners like " Mongoose Civique , " " Turcotinga , " and " Utopian Turtletop . " Ranger , Pacer , Corsair , and acknowledgment were the top finishers among 6000 names count by the ad way , and were ultimately adopted as serial denomination . But Breech did n’t like these or any of the other hint . " Edsel " had pour down up as an early prospect , probably because the project was widely known as the " atomic number 99 - railway car . " But the Ford family was against it , and even publicly denied that Edsel would ever be used . But when a decisiveness lagged , Breech stepped in . " I ’ll take care of Henry , " he declared . He did , and Edsel it was .
Though originally conceived as a more - expensive and potent " first-rate Mercury , " Edsel was lay between Ford and Mercury . It was also far from the radical all - new intention rumored for some two years before introduction , which might also have pretend first - year sales .
1958, 1959 and 1960 Edsels
The 1958 line represent entrance - level Ranger and step - up Pacer serial publication on the 118 - inch wheelbase ( 116 for wagons ) of the 1957 - 58 Ford ; further up were Corsair and Citation on the 124 - inch Mercury chassis .
Bodyshells were similarly share . Ranger offer two- and four - doorway sedans and hardtops , two - doorway Roundup waggon , and four - room access Villager wagons with seating for six or nine . pacesetter deleted the two - door waggon and sedan but added a sofa bed ; its two Wagon were tagged Bermuda . Corsair was throttle to two- and four - doorway hardtops ; Citation offered those plus a subdued - top model . Prices ranged from $ 2500 to $ 3800 .
Styling was the 1958 Edsel ’s most alone prospect – and the most controversial , specially the " horse cavalry - apprehension " perpendicular grille and slim horizontal taillights ( which one cynic termed " ingrown toenails " ) . But quint were mercifully absent , and the package was tastily restrained next to the glittery ' 58 Buick and Olds .
distinctive of the day , appliance abounded : optional " Teletouch Drive " automatic transmission master by pushbuttons in the steering - wheel hub , " cyclops oculus " rotate - barrel speed indicator , and power assists for most everything but the rearview mirror .
magnate comprise two V-8s from Dearborn ’s new 1958 " FE - Series " big - block folk . The two lower serial publication carry a 361 - cubic - incher with 303 H.P. ; Corsair / Citation used a massive 410 with 345 horsepower . With that , Edsels were quite speedy , but roadability , braking , and workmanship left much to be trust – also typical of the time .
dissatisfactory first - year sales dictated a cut back platoon of 1959 Edsels on a single 120 - inch wheelbase – all fundamentally reskinned Fords . Offerings comprised six- and nine - seater Villager Plough ; Corsair convertible ; Ranger two - doorway sedan ; and Corsair / Ranger four - room access sedans , hardtop coupe , and hardtop sedans .
engine proliferate . Ranger / Villager came with a 200 - bhp 292 Ford V-8 , but a 145 - bhp 223 inline six , also borrow from Ford , was a new no - charge option , a nod to the market ’s sudden concern for fuel economy with the ' 58 recession . Corsairs had a standard 225 - bhp 332 V-8 , again from Ford Division . The 361 return unchanged as a $ 58 linewide alternative , but in the light ' 59s it delivered 0 - 60 mph in 10 seconds or less .
Styling was toned - down from ' 58 , with grille - mount headlights , taller windshields , and more - ceremonious taillights move into the back panel . Price were trimmed along with models and weighting . The pricy ' 59 , the ragtop Corsair , started at about $ 3100 .
Dearborn halted Edsel production in November 1959 after a halfhearted run of downpriced , " decontented " 1960 models that were even more Ford - ilk than the 1959s . Corsairs and the 361 V-8 disappeared , leaving two Villagers , five Rangers , a 292 V-8 detuned to 185 horsepower , and a new 352 V-8 selection with 300 bhp .
Working with that yr ’s all - young Ford designing , stylist abandon the upright - grille motive for a split - horizontal amour looking suspiciously like that of the ' 59 Pontiac , though this was unadulterated coincidence . A quartette of vertical ovals domiciliate posterior and backup lamp , and slim chrome molding embellish the upper bodysides .
Two- and three - speed automatic transmissions , powerfulness steering , and melodic line conditioning were all still usable . The Ranger sofa bed listed at $ 3000 , but could be optioned up to $ 3800 . The cheap Ranger two - door started at $ 2643 .
But everyone have a go at it Edsel was finished , so it ’s a marvel that any of the ' 60 got built . Some almost did n’t . The ragtop Ranger saw but 76 copies , the nine - rider Villager a mere 59 . Thus ended Detroit ’s bounteous and most public washout since the Tucker .
" Edsel " now prove up in dictionaries as a equivalent word for " loser " – unfortunate considering the not bad legacy of Edsel Ford . But though Dearborn reportedly spent $ 250 million on the project , it was n’t a total red . Expanding plant for Edsel yield go forth Ford with nimiety capacity that came in mighty handy when its new 1960 Falcon straightaway ran away with the thickset market .
Had it been a truly dissimilar car introduced three to five years either side of 1958 , the Edsel might be with us yet . Instead , it ’s become a memorial to the cynicism of an age when Detroit thought purchaser did n’t know – or like – about the difference of opinion between manner and substance .
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