THE "E" CAR

 

The Edsel was an automobile marque that was planned, developed, and manufactured by the Ford Motor Company for model years 1958-1960. With the Edsel, Ford had expected to make significant inroads into the market share of both General Motors and Chrysler and close the gap between itself and GM in the domestic American automotive market.

 

Ford invested heavily in a yearlong teaser campaign leading consumers to believe that the Edsel was the car of the future – an expectation it failed to deliver on. After it was unveiled to the public, it was considered to be unattractive, overpriced, and overhyped. The Edsel never gained popularity with contemporary American car buyers and sold poorly. The Ford Motor Company lost $250 million on the Edsel's development, manufacturing and marketing.

 

The very word "Edsel" became a popular symbol for a commercial failure

 

 

EDSEL BRYANT FORD

(November 6, 1893 – May 26, 1943)

 

Edsel Ford was the son of Clara Jane Bryant Ford and only recognized child of Henry Ford. He was the president of Ford Motor Company from 1919 to his death in 1943. His eldest son was Henry Ford II.

 

Edsel worked closely with his father, as sole heir to the business, but was keen to develop cars more exciting than the Model T ("Tin Lizzie"), in line with his personal tastes. Even as president, he had trouble persuading the older man to allow any departure from this formula. Only a change in market conditions enabled him to develop the more fashionable Model A in 1927. Edsel also founded the Mercury division and was responsible for the Lincoln Zephyr and Lincoln Continental. He introduced important features, such as hydraulic brakes, and greatly strengthened the company’s overseas production.

 

Edsel was a major art benefactor in Detroit, and also financed Admiral Richard Byrd’s polar explorations. He died of stomach cancer aged 49, with his father resuming presidency of the company, before handing it over to Henry Ford II.

 

The range of cars launched by Ford in 1957 under the name Edsel is remembered as one of the classic marketing failures.

 

 

Our purpose is to bring together those who have an interest in the Edsel, it’s repair and preservation, to create a central source of information about Edsels, owners, units for sale and parts replacement.