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Ford announced the discontinuation of the Edsel, a moderately-priced line of vehicles, in 1959 after just two years of production.
Countless publications have analyzed the demise of the Edsel line, which came 65 years ago this week. Still, the setback also served as an opportunity for Ford to learn, which subsequently led to the creation of one of Ford’s most iconic products.
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The Edsel debuted in 1957 to much fanfare after years of development.
The highly anticipated Edsel line was introduced in 1957 after nearly a decade of planning and $250 million spent. Prices for the five models in the moderately-priced line ranged from $2,300 for the two-door Ranger sedan to $3,489 for the Citation convertible. Also, the vehicles included a notable push-button electronic gear shifter called Teletouch, located in the center of the steering wheel.
A strong start
Sales started strong for the Edsel line, with more than 32,500 sold in the first five months, the most of any vehicle brand to that point, according to a Ford advertisement. But, among other headwinds, the vehicles were introduced at both the beginning of a recession and a steel shortage.
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Things started out well for the new car line, but sales quickly declined.
First-year sales of the Edsel totaled more than 50,000 but fell to just 28,953 in 1958 and 37,805 in 1959. The discontinuation was announced with 110,000 Edsel models having been built and just weeks after the introduction of the 1960 model. A company announcement dated Nov. 19, 1959, called retail sales of the 1960 Edsel models “particularly disappointing” compared to the previous two years.
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The full Edsel lineup is seen here on display at the Rotunda.
“In view of this high consumer preference for other company lines and the severe decline in the demand for Edsel cars, the continued production of the Edsel is not justified especially in view of the shortage of steel, the effects of which will extend into 1960,” the statement read. “Even the relatively small amount of steel, manufacturing facilities and related employment used in current Edsel production, when diverted to other company models, will help meet the strong consumer demand for those car lines.”
Getting back on the horse
Shaking off the failure, company leaders applied learnings from the Edsel just a couple of years later, notably revamping how they used market research in the launch of an all-new product. In the mid-1950s, market research had reinforced the idea that a larger vehicle in the price range between the Mercury and the Continental would fulfill a niche in the market. The company’s resilience in the coming years gave life to the Ford Mustang, a global phenomenon that has sold over 10 million cars to date and recently celebrated its 60th anniversary. The end of the Edsel also gave the company additional manufacturing capacity that was, in turn, applied to the Falcon, another hot seller of the time, and the Mustang.
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Ford pulled the plug on the Edsel after just two years, but quickly rebounded with the creation of the Mustang.
More than half a century later, the Edsel’s legacy is far more complex than its short-lived production run. Its demise ultimately freed resources and taught lessons, which when combined with resilience, yielded a classic sports car that has transcended generations and created lifelong Ford customers and enthusiasts.
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