Abandoned History: The Life and Times of Edsel, a Ford Alternative by Ford (Part III)


Ford conducted a lot of marketing research for its Edsel brand and was assured by many well-educated MBA types that its new lineup would be hugely successful. The research scientists said the unique styling and features Edsel offered would appeal to a broad cross-section of the American populace. After a television musical debut in the fall of 1957, Edsels were shipped to dealers where they remained under wraps until it was time for the ‘58 model year. 


Crazy styling aside, Edsel’s arrival caused some immediate brand confusion in relation to Mercury, and in more limited circumstances, Ford. Much of said confusion occurred in the company’s debut year when Edsel spread the “lots of new models” sauce a little too thin. We start at the brand’s second most basic offering: Pacer.

Read more
Abandoned History: The Life and Times of Edsel, a Ford Alternative by Ford (Part II)

Ford successfully orchestrated a splashy live television musical debut for its new brand Edsel in the fall of 1957. The program was a culmination of a multi-year project to establish a new division of Ford that would compete more directly with the likes of Oldsmobile, Buick, and DeSoto. Edsels promised to be notably different from the Mercury with which it shared most everything except styling.

Edsel was to be much more value-conscious than the new-for-’58 unibody Lincolns, which sought to move the brand upmarket after the almost instantaneous discontinuation of the Continental Division. After Frank Sinatra and Bing Crosby ushered in the Edsel name it was time to show off the all-new models in showrooms, and introduce a supposedly excited American consumer to the lineup.

Read more
Abandoned History: The Life and Times of Edsel, a Ford Alternative by Ford (Part I)

Edsel received an honorary mention a couple of weeks ago, in our current Rare Rides Icons series on the Lincoln Mark cars. Then it was mentioned again the other day in Abandoned History’s coverage of the Cruise-O-Matic transmissions. It’s a sign. We need to talk about Edsel.

Read more
VW Rumored to Revive Scout Nameplate

Volkswagen Group is reportedly considering reviving the Scout name for North America. Following the merger of trucking subsidiary Traton and Navistar in 2020, VW found itself in possession of the farm-focused International Harvester. While the brand technically hasn’t existed since 1985, the German company effectively owns its intellectual property — including the Scout name — and is keen to leverage some of its nostalgia for an alleged sub-brand specializing in sport utility vehicles.

Read more
  • The Oracle Well, we’re 3-4 years in with the Telluride and right around the time the long term durability issues start to really take hold. This is sad.
  • CoastieLenn No idea why, but nothing about a 4Runner excites me post-2004. To me, they're peak "try-hard", even above the Wrangler and Gladiator.
  • AZFelix A well earned anniversary.Can they also attend to the Mach-E?
  • Jalop1991 The intermediate shaft and right front driveshaft may not be fully engaged due to suspected improper assembly by the supplier. Over time, partial engagement can cause damage to the intermediate shaft splines. Damaged shaft splines may result in unintended vehicle movement while in Park if the parking brake is not engagedGee, my Chrysler van automatically engages the parking brake when we put it in Park. Do you mean to tell me that the idjits at Kia, and the idjit buyers, couldn't figure out wanting this in THEIR MOST EXPENSIVE VEHICLE????
  • Dukeisduke I've been waiting to see if they were going to do something special for the 60th Anniversary. I was four years old when the Mustang was introduced. I can remember that one of our neighbors bought a '65 coupe (they were all titled as '65 models, even the '64-1/2 cars), and it's the first one I can remember seeing. In the '90s I knew an older gentleman that owned a '64-1/2 model coupe with the 260 V8.